The Coca-Cola Company

Coca-Cola Zero® Launches Down Under



February 03, 2006 edition

The Coca-Cola system in Australia introduced Coca-Cola Zero on Australia Day, January 26. As the first market outside North America to launch Coca-Cola Zero, Australia is taking a dramatically different approach.

In Australia, Coca-Cola Zero encourages people to free themselves from limitations. Instead of "Chill Out," the message to consumers is "Unlimit Yourself." A unique Australian formulation was developed, and even the packaging was developed specifically for Aussie consumers.

The Zero Movement website -- the heart of the launch in Australia -- started as one man's weblog (blog). The movement sets out to rid the world of the consequences that keep people from having fun. As part of the campaign, messages are appearing in sidewalk chalkings and on bar coasters and street posters that ask funny and thought-provoking "Zero Movement" questions such as: "Why can't you have a 'sick of work' day?," "Why can't big nights come with zero morning afters?" and "Why can't relationships come with a gap year?"