Monday, January 23, 2006

Why can't half-baked cola launch campaigns come with zero sackings?

The Australian media seems to have finally caught a whiff of the not-quite-right pong emanating from The Zero Movement HQ. According to their blog, the marketing mag B&T will be running a story on The Zero Movement (and the subsequent backlash) in their next issue.

But of even greater interest was this little snippet of info that appeared in today’s Crikey subscribers mailout. (For non-Australians or non-media/politics-types out there, Crikey is to Down Under what the Drudge Report is to the US: good reporting and industry gossip that more often than not hits the mark). According to an anonymous informer at Coca-Cola:
The launch of Coke Zero is causing major problems within Coke. We started with a viral teaser campaign called the zero movement which has totally backfired – consumer backlash may cost the PR firm and the marketing personnel responsible dearly. All you have to do is Google it to find all the reactions. Also the trade is lukewarm to the product after the disaster of Coke Lime and also after finding out Coke Zero failed in the US. We have forcibly allocated massive amounts of stock (supermarkets say too much) and there are some nervous store managers out there. We are also scared that our marketing dept and ad agencies have lost the plot after a string of below average ads and terrible program sponsorship decisions (eg X factor). There is no confidence that the Zero launch will get any better. And forward orders for regular Coke and Diet Coke are more than 50% down leading alot of us to believe that we are just going to cannabilise our own sales, instead of going after Pepsi who are doing very well at the moment stealing our share with great advertising but Coke head office does nothing!
Many thanks to the Crikey subscriber who tipped us off about this tidbit via email at thezeromovementsucks@gmail.com. (We're lowly squatters ourselves, but are desperately saving up for a full-blown subscription, promise!) If you see any other references to Coke Zero in the media, or you work at Coke or one its agencies and want to unburden yourself of gossip, support or venom, drop us a line! We'd love to hear from you.

70 Comments:

Anonymous the coke mole said...

call me the coke mole and trust me jay + zed (j+z?), shit is hitting the proverbial fan here at coke. we've already got bets going here at work about how many months it'll take for the lads upstairs to pull coke zero from the shelves ... and its new nickname here? NC2 (new coke ii).

11:38 AM  
Anonymous Anonymous said...

Absolutely hilarious! $18 million + 2 agencies + 1 army of creativity-free hacks + 1 patronising website + 1 lame-arse campaign + 2 or 3 pissed off bloggers = $0 in Coke Zero sales. 10/10 guys!

12:12 PM  
Anonymous c'mon! (lley-lley's lost cousin) said...

spare a thought for those poor dyudes that were given the job of filling youth message boards and online forums with postings from 'the zero movement' . it must be at times like that their exciting career in pr was looking a little less glamorous. bourbon anyone?

Coke: worst. campaign. ever.

1:32 PM  
Anonymous jerome said...

Won't you guys feel guilty if people get sacked over this mess?

3:50 PM  
Anonymous Anonymous said...

hah no - they can go work for pepsi!!

4:27 PM  
Anonymous Anonymous said...

It offends me when companies try and pretend their cool like this. Coke, listen to me: you are not my friend, you are not my mentor, you are the corporation that makes flavoured water. That's your lot in life. Learn to live with it.

4:29 PM  
Anonymous Anonymous said...

No Sugar???
So what have they replaced it with??
Aspatame -Additive 951.
Developed in the "60's as a chemical warfare NeuroToxin!!!!!
Do your own search on this stuff--you'll never ear sugarless gum again.

10:12 AM  
Anonymous Anonymous said...

No Sugar???So what have they replaced it with??Aspatame -Additive 951.Developed in the "60's as a chemical warfare NeuroToxin!!!!!Do your own search on this stuff--you'll never ear sugarless gum again.

10:47 AM  
Anonymous Anonymous said...

Why is no one upset with the fact that sugar free is poison?

11:42 AM  
Blogger Ringo Dingo said...

It defies logic...

that this campaign made it as far as it did. Trying the flog the world's most mainstream product (albeit a new version) using anti-branding style visuals and blogs? Maybe they always knew there would be a backlash. Perhaps they thought this would drive interest cum sales. It is getting plenty of media attention... we'll have to see whether all publicity is good publicity for Zero. Another problem though... doesn't it take like shit?

2:01 PM  
Anonymous Anonymous said...

Dear Coca Cola.

You make fizzy drink.

It's not cool. It's not hip. It's not special.

It's fizzy drink.

A faux "underground movement" just makes you look phoney. Your ad agency and marketing people must spend too much time locked in conference rooms, convincing eachother that dumb ideas are fabulous ideas. And if you think that all the "controvesy" over the zero movement is going to shift the stock on the shelves, you're sooo wrong. Fizzy drink with artificial sweetener HOW ORIGINAL!!

4:55 PM  
Anonymous Q said...

MAHAHAAAAAAA

When I first saw all that zero movement shite, it reeked of big business marketing. I didn't know what the product was, but I knew didn't care. I knew they were trying to sell me SOME crap I didn't want. All those 'hip' musings on 'contemporary' life, the ‘elusive’ message, the 'urban' design, PLEASE.

I mean I thought there was a collective understanding that the 'Gabbo is coming' technique was thankfully and rightfully in the redundant bin, never to return.

Who do these people think they are? We KNOW about communication people! We know all your pissy strategies and lame branding techniques. We see straight through it all and see the insecure little boys and girls playing Boardroom behind it.

Personally I think labelling this slop as 'viral' is too flattering. It's just plain unimaginative.

And no, Mr Zerocreativity you patronising arse, any publicity ISN'T always good publicity. I'm not going to buy any more of your toxic waste than I ever would have before.

12:38 PM  
Anonymous Q said...

oh and ps.

What is just as lame is KNOWING those sad little sh*t kickers over at Pepsi Max are all like "YES! How can we ride this baby home??"

I have no doubt they are reading all this and smacking their lips.

Yes, I'm talking about you

Bugger off. Or we'll get started on you

12:56 PM  
Anonymous Anonymous said...

Get started on Pepsi...are u serious? How many of these comments do you think are from the jerks at Pepsi in the first place....most of them I bet. I think they have been riding this from the start and loving it. But they need to be very careful..it's going to bite them like it's bitten Coke. Meanwhile...I know a store manager at Coles who told me that Zero is a huge hit...they cant get enough of it apparently. If you doubt this ask the supermarkets themselves (i.e dont believe anonymous' posts). So shite campaign or not, the stuffs selling. Suggest you stop giving them all this free publicity.

4:41 PM  
Anonymous Anonymous said...

The Zero Movement makes me want to vomit almost as much as Coke Zero.

2:40 PM  
Anonymous Anonymous said...

i don't think pepsi would be stupid enough to copy coke zero's strategy and try a viral campaign on pepsi max.

infact i think that coke zeros disaster of a launch has pretty much ruled out viral / teaser campaigns for the rest of the year - so thanks coke!!

4:35 PM  
Anonymous sharapova hotas said...

um, dear coke rep (mr anon @ 4:41pm) slagging the pepsi 'jerks' lol r u pissed off cos they do 1/2 marketing campaigns compared to you??!! lmao

anyway in response to your little tantrum;

it is way to early to call sales, cos zero is only selling because:

1) Coke has slashed prices by over 50% in coles, woolies and all other supermarkets -> to get people to try zero

and

2) they have paid BIG coin to get massive displays in all the supermarkets

once all these come down and the launch is over only then will we see how they have done...

oh by the way it tastes like crap

4:41 PM  
Anonymous Anonymous said...

Hey sharapova, Mr Anon @ 4.41pm here. It may surprise you to know that I agree with your points. At least some of them. It is too early to tell how this stuff will sell longer term. All I said was that it seems to be selling now. I dont think it took Coke long to figure out that the lime Coke was a flop, so I assume they will know just as quickly if Zero is a hit or not. As for my 'tantrum', I am just sick and tired of all this carry on about a marketing campaign for a soft drink. Call me crazy, but I think there are more important issues in the world right now. Whether you think this is good for them or not, marketing 101 tells me that when you launch a new product, especially a mass market product like Zero, you want everybody to know about it. Sites like this have helped spread the word...even if the word was intended to be disparaging. I actually like the taste of Zero, and for my money it's better than diet Coke or Pepsi Max. But that's just me. Oh, and I'm not a Coke rep. Not even close. But judging from your insights into Coke's pricing in supermarkets and how much they have paid for their displays it would seem that you are pretty close to the industry yourself. Hmmmm.

11:51 PM  
Anonymous Misteriddles, Brisbane said...

I think the biggest problem for Coke is that Zero tastes so revolting, and I say that as a male addicted to low-cal colas.

Lately I've been taking a 1.25 litre bottle of chilled water to work with me in a bid to wean myself off aspartame drinks. After 20+ years of consuming Coke & Pesi's chemical concoctions I've re-discovered the fact there's nothing so refreshing as water .. and it's free (well, so far).

10:17 AM  
Anonymous Anonymous said...

i don't work 4 coke or pepsi but can confirm the hot miss sharapova's comments, -> coke r throwin money @ the retailers to get their zero up plus discounting to levels coke never go 2 to try and get ppl to try it. of course they r going to get ppl to try with those kinda prices!

any person who works in fmcg can confirm how coke hav blocked all of us out of jan activity with their massive $ 'donations' to coles & woolies (sour grapes - yes!!)

btw - coke lime didn't hav the promo pricing suport or a 18million launch behind it so it was realised as a total dog way early on. we will have to wait 4 a couple of months before zeros verdict is up...

12:47 PM  
Anonymous Anonymous said...

i don't work 4 coke or pepsi but can confirm the hot miss sharapova's comments, -> coke r throwin money @ the retailers to get their zero up plus discounting to levels coke never go 2 to try and get ppl to try it. of course they r going to get ppl to try with those kinda prices!

any person who works in fmcg can confirm how coke hav blocked all of us out of jan activity with their massive $ 'donations' to coles & woolies (sour grapes - yes!!)

btw - coke lime didn't hav the promo pricing suport or a 18million launch behind it so it was realised as a total dog way early on. we will have to wait 4 a couple of months before zeros verdict is up...

12:47 PM  
Anonymous Anonymous said...

all illegal and sh#$thouse marketing aside i agree with mister riddles their biggest problem is that zero tastes like sh#$te!!

coke zero = diet coke

diet coke = tastes like crap

therefore coke zero does too

i haven't found one person who actually likes it -> apart from the coke rep on this forum heh heh

12:55 PM  
Anonymous Anonymous said...

Oddly enough I liked Lime Coke... not quite as much as real coke, but more than any other shite cola I've come across. That said, nothing and nobody is gonna make me drink a sweet drink with no real (natural, healthy in small doses) sugar in it, it's not healthy, it's not cool, and neither is the advertising.

I'll still drink Coke before Pepsi any day, but I won't be fooled into buying disputed neurotoxins loaded with caffiene, that'll still rot your teeth but without giving you energy to burn.
Wikipedia tells me these additives are likely unabsorbed by our system (hence I guess the neurotoxin may not harm us), that means we're not getting any energy out of them by breaking the molecular bonds down as we digest, like with natural sugars. I need my energy, and I want it to taste good and at least not pretend to be healthy when it isn't.

1:25 PM  
Anonymous Gabo Gabo Gabo said...

its funny that to state a point of view on here now we all have to preface it with i'm not a pepsi or coke or wollies or coles or any said affiliation rep but here is my point of view. I think some of us are right in that i rekon pepsi have probably fanned the flames a bit on here and other sites. still for me i never saw the major uproar. call my cynical but i just assumed it was advertising, i mean what kind of movement asks for real taste and zero sugar.... please. and really so what? should coke have been up front about the whole anonymous website launch? yeah probably, but if it was called the playstation movement or the ipod movement wouldn't we have figured it out too? i mean we all sit here saying we all knew it was for coke zero so maybe that was the whole point. hell two weeks on from the launch of the product and we're still talking about it. And i bet we've all tried it too - and dare i say i don't mind it. it seems to be selling really well but time will tell if its a success, but if months down the tracks we find out it is a flop we'll all be claiming victory, but if its a success do we give them credit? i doubt it but it would be kinda hypocritical not to.

1:48 AM  
Anonymous MitH said...

well my next 2.2c worth

choke have actively promoted the act of graffiti and illegal billboarding all around the city (Melb)
they have put up posters around unis, rail lines and anywhere else they can be seen.
the VicGov are getting tough on street graffiti for the CommGame$ yet corporations are getting away with this everyday.
their identity is clear yet no one chases after them to clean up the mess (yes ive got heaps of photos of the sites)

now they 'promote' bus surfing to flog a drink (even after kids are injured on trains - http://www.theage.com.au/news/national/train-surfer-electrocuted/2006/01/31/1138590467085.html)

ffs its flavoured water and it tastes crap...

MitH

10:31 AM  
Anonymous Anonymous said...

oh man this is getting ridiculous now... we're sounding like a bunch of whining babies.

Mith stated that : "choke have actively promoted the act of graffiti and illegal billboarding all around the city (Melb)".

Well a mate of mine was part of the team they got to do the posters and graffiti and she said the graffiti or "chalking" as they call it now was all above board, with permits and stuff and its all biodegradable and washes away. As for the billboards coke aren't the first - hell look at any concert promoter out there they're everywhere.

And as for "now they 'promote' bus surfing to flog a drink (even after kids are injured on trains)" man the ads been on air for a few weeks now so its not like they have just done it.

What started out like a good blog on here is getting pathetic and whiney . a lot to do about nothing especially a "flavoured water that tastes like crap".

2:05 PM  
Anonymous mark said...

is it ironic that the guy who hosts the zero coke movement site is in the advertising and "brand building game" himself? check out his website http://www.keymessage.com/content/view/2/9/

he says it's an ethical communications agency, but shouldn't he have declared this on his unbranded coke site? is the pot calling the kettle black here? or do murky waters only happen where the big boy mulitnationals are?

1:32 AM  
Anonymous Anonymous said...

So I take it that you're working for the oposition?
It's the only excuse you could have for putting so much time and effort into paying out on a company.

Kinda reminds me of the hippies that are out to get Woolworths. Ha, and we all know what losers THEY are.

You're an idiot. It's a product. Get over it already. I hardly think it's worth an entire blog.

12:45 PM  
Anonymous Pedantic Bastard said...

Lmao, I laugh at all you pathetic bunch of wankers! Get a life! I think the ad is better than the other drivel that is on tv. Why dont you people go hit a ball around your backyards, get some fresh air and exercise instead of sitting here having a big girly cry about how a tv ad isnt satisfying you.

12:46 PM  
Anonymous Spam Queen (The gay kind) said...

Lmao! I point and laugh in your general directions.

Spammers UNITE!

12:50 PM  
Anonymous Anonymous said...

We love Coke!

We love Coke!

We love Coke!

We love Coke!

10:41 PM  
Anonymous Anonymous said...

coke's 2nd viral wave - assigning coke reps to hit the blogs in defence of their awful tv ad and product HAH HAH HAH

we hate coke zero

we hate coke zero

we hate coke zero

we hate coke zero

:-)

2:38 PM  
Anonymous Your own personal ass kicker! said...

I don't work for no coke company, bitch. I just like annoying fags like you guys.

WE LOVE COKE!

WE LOVE COKE!

WE LOVE COKE!

You guys are like mimes. You go out in public and get hounded for being lame.

COKE ROCKS MY SOCKS!

WOOT!!!

7:28 PM  
Anonymous Anonymous said...

Why can't corporate tyrants leave us alone with there incessant bullshit about zero sugar, yeah LETS JUST WHINE ABOUT HOW WE WANT THE BOSS TO SHUTUP AND HOW WE WANT A 7 DAY WEEKEND. For fucks sakes this is just a stupid fucking ad campaign. Haha they talk about zero consequences etc. ZERO CENSORSHIP? im sure this little message will get deleted. Coke ZERO? Care-factor ZERO.

Well, thats what i tried to submit to them. Lol take care

8:48 PM  
Anonymous Anonymous said...

We saw this exact same thing before the Blair Witch Project movie came out. It sucked so many people in thinking it was real. The it turned out to be all bullshit. The only difference between Blair Witch and Coke is, it actually worked for Blair Witch.
I am angry at coke because of this!

1:41 AM  
Anonymous Yo Momma's brother's mother's daughter. said...

No, instead we'll whine about an ad on TV, and a business, heaven forbid, actually trying to make MONEY!

I know! I don't get it either!

It's not Coke's fault if people are stupid. And let's face it, a vast majority of the public ARE stupid these days.

What is the world coming to, eh? You can't joke about things because the uber sensitive get all emo on yo ass. You can't have a funny ad that shows a guy standing on a bus, because idiots will go "I'm a sheep, I wanna do that, too!"

I mean, wtf is up with that anyway? The guy gets thrown off in the end. Don't you think that's example enough that you CAN get hurt bus surfing?

Fucking idiots.

10:30 AM  
Anonymous harpo said...

this kind of tease campaigns been around for ages and now domino's pizza just did the same thing with their sopuff.com ads and website - no mention of it being domino's pizza but trying to get us all to start saying things are soooooo puff.

5:47 PM  
Blogger Dave Zero said...

G'day guys. I reckon you're being a bit harsh on the zero movement. Me and my mate Jase think it's a really original concept. We've started our own blog for followers of the zero movement to read and chat about all the great things we're doing to get more zero in our lives. Check it out if you like at thezeromovementrocks.blogspot.com.

Cheers,
Dave

7:59 PM  
Anonymous Dave Zero Is My Gay Lover said...

Yeah, Dave'll show you guys just how cool Coca Cola is.

You'll be sorry!

ps COKE ZERO IS THE BEST DRINK EVA! So what if it causes brain tumours? You want to live forever or die suddenly but painfully when part of your brain collapses? I know what I'd choose. COKE ZERO AND THE BRAIN TUMOUR!

5:00 PM  
Anonymous Tinki Winki is gay! said...

OHMOG! Harpo you actually WENT to the sopuff site? Lameass. I refused to go on principle. If they weren't going to tell us what it was for, I wasn't going to bother visiting their shithouse site.

FUCK YOU ALL!

COKE ROCKS!!!

6:45 PM  
Blogger Armagnac Esq. said...

Dudes, don't be a downer man.

Go to, like, the real site, where you can see someone who's like not at all speaking on behalf of Coke talking about his love life and calling women, like, SLUTS.

Is that, like, part of the blokey-cool rad image of the new drink?

I don't know, but be cool and keep an open mind, dudes and dudettes...don't go saying anything nasty.

10:40 PM  
Anonymous Almanac said...

C
O
K
E

O
W
N
S
!

And you're all monkey's! Kick ya in da poop deck!

See, I drank Pepsi and now I am all stupid, ya'll. That's why I suck ass.

8:35 PM  
Anonymous ckordt said...

If it hadn't been for cotton eye Joe, I'd be married long time ago. Where did you come from, where did you go? Where did you come from cotton eye Joe.

Are those lyrics even right? I don't know. Why? Because I'm stupid from a lack of Coke Zero!


COKE ZERO KICKS ASS!!!

11:30 AM  
Anonymous gtfyk said...

An important message from me!

Coke Zero rocks.

I've noticed it is very popular. People are buying it just as much as regular coke. Diet coke has taken a nose dive in popularity.

Now over to you, Ray.

2:42 PM  
Anonymous ulumbnpz said...

My sandwich fell apart. I blame all you coke zero haters!

You be haten' on my sandwich, sons of bitches.

2:34 PM  
Anonymous Anonymous said...

All coke employees have been told to go out and hit all blogs

Looks like they got this one.

10:41 PM  
Anonymous Anonymous said...

Ya'll be dick heads.

I ain't no coke employee, ya'll.

Kiss ma ass, most of these comments are my own.

9:11 PM  
Anonymous Anonymous said...

You have no idea the people you are affecting. Coke may be a multinational, but the people who work for them are just trying to pay their bills like everyone else.

Your hate campaign is NOT going to affect Coke. It's going to affect the people employed by Coke. Some of whom, have already been affected in very negative ways.

11:25 PM  
Anonymous Anonymous said...

Get a life you fucking freaks. I would have to say that deidicating a blog wilh the sole intention of bagging out a soft drink company, is one the saddest, no make that THE saddest things i've seen in my entire life. Pathetic losers.

6:10 AM  
Anonymous Cokewhore said...

Well fuck! how DARE Coke try and make money! They are a business right? Isn't that what business do? Make add campaigns to get people to BUY their product???

And for your information, Zero is flying off the shelves. it's exceeded all product expectations.

Yes i work for Coke. Bite me bitches!

1:50 PM  
Anonymous Anonymous said...

I love you cokewhore :)

10:54 AM  
Anonymous Anonymous said...

Well, its kinda amusing, to see you all upset over a product, and worse, a soft drink. The fact is, your overwhelming "hate" is generating a response, one of publicity, and in all forms, any publicity is good publicity. So to you Anonymous, your a Coke Zero benefactor. And who cares? really? a vendetta against a soft drink? cant pick a proper fight? typical, whine and complain, too bad you've purchased the product, and fanned the "tasting" flames. And if a neurotoxin was soooo deadly, why is it approved? Mind you, ill keep this simple for you, these are all rhetorical questions, i dont need your answer because you'll loop it up in a never ending circle, and arjous task at that. The fact is, Coke Zero, like it or not, is STILL on the shelves, and the campaign has salvaged the Coke label. Your just a whiny individual. ITS A BLOODY DRINK!

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