Coke Zero is a diet version of regular Coke so a primary audience for it would be people with an attitude set on watching their weight and not consuming too many calories and sugars. This can apply to both genders and a wide range of ages. I would say starting at teenager or young adult when those people become more aware of the opposite sex and want to maintain a good figure. This goes all the way up to older adults and even senior citizens who still want to drink soda either in their home or when they go out to eat.
Coke is the number one soda in the world and one of the most universally recognized brands, so they reach a very large audience when trying to market new products. The purpose of the message should make the audience remember next time they order a Coke that Coke Zero is another option and has the same great taste as normal Coke so there is no loss in flavor while trying to cut back on calories.
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