Coca-Cola Brings Caffeine-Free Coke to Brazil This Fall

Coca-Cola is launching its Zero Sugar and Zero Caffeine version in Brazil this September. The company aims to increase consumption frequency of the brand, particularly at night, by targeting consumers who are increasingly concerned about ingredients and their daily intake.

Brazil is already the world's largest market for Coke Zero sales, and Coca-Cola attributes the delay in launching the product to its gradual expansion in European markets and changing consumer habits. The beverage was first introduced in Spain in 2010 and has since been sold in several countries including the U.K., the Netherlands, Italy, Portugal, Belgium, and Australia.

The marketing strategy will focus on digital channels, social media, out-of-home advertising, and points of sale to associate the new version with dinners, gatherings at home, and other end-of-day occasions. Coca-Cola expects adoption of the new version to happen quickly due to the size of the Coke Zero consumer base in Brazil.

The company is also planning initiatives with supermarkets, bars, and restaurants to encourage them to add the product to their assortments and menus. The sugar-free, caffeine-free version will not adopt Coca-Cola's new rebranding, but will have a black and gold can design similar to those used in the U.K. and the Netherlands.