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The campaign will focus on creating an image as a beverage for health-conscious and trendy teenagers.

Under the "Gen Zero" campaign, which stands for "generation zero", the company will conduct three activities: launch new advertisements, conduct "insperience" (inspiring experience) marketing and introduce a new 500-millilitre grip bottle.

The campaign follows success in building awareness of the new carbonated beverage with no sugar yet with the Coke taste for health-conscious modern consumers. Since the product's launch in May 2007, the company has garnered a 43-per-cent market share in the zero-sugar carbonated-beverage segment.

The goal is to double sales of Coca-Cola Zero in the next six months.

Regional marketing director Chuenhathai Vuntanadit yesterday said the new campaign integrated a "product trend" with an emerging "lifestyle trend". New television commercials will feature how Coke Zero enhances a modern minimalist lifestyle. Other media will include outdoor signs, billboards, print, radio and cinema screens.

In addition, an "insperience" marketing strategy will create a direct experience between the product and targeted consumers. The company is holding a "Gen Zero" party today at Centara Grand at CentralWorld. The zero-sugar segment currently accounts for 2 per cent of the Bt2-billion carbonated-beverage market.

The non-alcoholic ready-to-drink market in Thailand, excluding bulk water, is estimated to be worth more than Bt220 billion this year.

Dairy products account for 30 per cent, carbonated beverages 20 per cent, retail water 10 per cent and packaged juice 6 per cent, while tea, coffee, energy drinks, soymilk and others make up the rest.

Chuenhathai said the zero-sugar market was experiencing flat growth this year for the first time.