The TV campaign for the low-calorie cola targets 20- to 40-year-old men. It uses the 'Impossible made possible' brand message introduced in 2009, and tagline 'Great Coke taste, zero sugar'.
The ad, created by Grey Copenhagen, shows a young man playing football with his friends, forgetting he is meant to be on a date. When his date calls, he takes a sip of Coke Zero. A SWAT team then appears to transport him to his date, preventing her from leaving with someone else.
The TV ad broke this week. Cinema and outdoor activity is also planned. Vizeum is handling the media buying.
Coke Zero launched in 2006. Adspend for the brand fell from £6.1m in 2009 to £1.5m in 2010, according to The Nielsen Company.
The new campaign is the latest move in the brand's battle with Pepsi Max, which has a 10.9% market share, compared with Coke Zero's 3.3%. Coke Zero's volume share has remained relatively flat, falling slightly from its 3.6% share in 2010.
Coca-Cola, Diet Coke and Coke Zero achieved sales of £1.09bn last year. Coca-Cola has 63.3% of the cola market, compared with 26% for Pepsi products, according to Nielsen.
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