SXTC GLOBAL BRAND CONSULTING

Coke-Zero... The latest Loser from The World's Most Valuable Brand.

By Stefan Paul

It seems like history is repeating itself, or simply someone is not learning from past mistakes. Enter Coca-Cola's newest line extension blunder "Coke Zero."

After the Vanilla Coke fiasco, who could possibly believe that the gang from Atlanta and their beloved ad agencies would creatively do it again? Well, as the adage goes: "some people never learn." Even the world's most valuable brand according to Interbrand (valuing it at about $89 billion USD).

This time, the mistake borders more on the hilarious than on the sad: who would name a product "Zero"? Let's see what Webster's Dictionary defines "Zero" as:

Main Entry: 1ze·ro
Pronunciation: 'zE-(")rO, 'zir-(")O
Function: noun
1 a : the arithmetical symbol 0 or denoting the absence of all magnitude or quantity

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