Coke To Debut New Zero-Calorie Cola on Ebay

Coca-Cola, capitalizing on the consumer shift toward healthier drinks, will launch a diet version of its flagship cola beverage in the U.S. this June.

The new drink will be called Coca-Cola Zero, a zero-calorie cola to be marketed to young adults. For the first time, Coca-Cola will offer a new product on eBay prior to the national launch. A sample pack—including six bottles of Coca-Cola Zero and limited edition branded premiums—will be listed with all proceeds going to charity.

The launch will be supported by an extensive marketing campaign to include TV, radio, print, out-of-home, online activation and sampling, the Atlanta-based company said.

The new drink will be available in a variety of sizes.

Coke said the launch will not impact Diet Coke, the No. 1 selling diet drink, since the target audiences are different.

The company said earlier this year that it planned to accelerate its marketing with a major reemphasis on its diet portfolio to capitalize on health and wellness concerns. The plan calls for doubling spending in North America on those products.

Rival Pepsi plans to introduce a Splenda-sweetened diet cola by reformulating its Pepsi One drink.

Last December speculation began that Coke was planning a new diet cola.