Friday, September 08, 2006

On Coke, Cancer, and 48% of the World's Population



When Coke Zero was launched a few months ago, all I thought was that it was a huge improvement over Diet Coke—which is, as everyone but my mother knows, is The World’s Worst Soft Drink.

But then I started hearing what others had to say about the beverage. Listening in to the conversations at the bars. Lingering in London’s seedy alleyways. Loitering outside the roller disco. And this is what I heard:

Coke Zero is targeting the male population.

Now, this will probably come as no surprise to those of you who have already taken note of its black can—machosexy like a sleek automobile!—and the word ZERO, which is the most mighty and muscular of all numbers.

But I missed all of this. I just thought Coke Zero tasted better than Diet Coke…and that it went particularly well with my daily pack of Malteasers.

I asked a guy who used to head UK marketing for Coke and who now, like me, works for The Company of All Things Good. Apparently, Coke Zero is Coke’s attempt to plug in to the male anorexia/diet fad, which gains converts by the thousands each year. Aside from a few taste tweaks, Coke Zero is essentially Diet Coke marketed to men.

Hearing that really pissed me off. It’s like all the cancer research they do on men and never bother to do on women. Basically, we women have had to wait nearly three decades for male anorexia to come into fashion so that a good diet soda can finally be made.

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3 comments:

BLOOD AMBITION 2006 said...
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BLOOD AMBITION 2006 said...

Coke zero totally sponsored my friend's party the other week. They brought a zillion pizzas, a bagillion cases of Coke Zero, and a photographer. All they asked was that they could take pictures of the dudes laughing and having a good time, and that the boys would sign photo waivers.

Moko said...

really? i totally would've pranced and preened for coke zero. anything for that syrupy goodness.