The new product was ideated at the Spanish branch, turning Marcos de Quinto into one of the key people of the company.

[citation needed] The global campaign was developed by creative agency Crispin Porter + Bogusky.

[6] It was marketed as having a taste that is indistinguishable from standard Coca-Cola, as opposed to Diet Coke, which has a different flavor profile.

[3] However, Beverage Digest executive editor Duane Stanford noted that it was very similar in flavor, and that the formula likely was tweaked only slightly as the ingredients list is the same.

In European markets, the packaging instead matches the classic Coca-Cola red design with the addition of a black band around the top of the label with the text "zero sugar".

[27] Scientific studies consistently confirm aspartame and acesulfame potassium can be safely consumed.

[28] Coke Zero was originally specifically marketed to men, who are shown to associate "diet" drinks with women.

[31] Continuing the theme, a Coca-Cola Zero ad aired during Super Bowl XLIII parodied Coke's iconic "Hey Kid, Catch!"

[37] Coca-Cola Zero sponsors Bundesliga club Borussia Dortmund, the NASCAR Cup Series Coke Zero Sugar 400 at Daytona International Speedway in August, and also the Suzuka 8 Hours in Japan, a motorcycle endurance race.

[41] On the website, people could detail the cut, pattern, and icons for their sweater,[42] and join a popularity contest.

[44] This initiative was tied to a social media campaign,[45] where the top 100 sweater designs with the most votes were manufactured and shipped to the contest winners.