"The launch of Coke Zero is genius in its simplicity," is how one judge describes Coca-Cola Enterprises' most successful new launch of the past decade. Clocking up sales of £46m in its first nine months, Coke Zero has filled a niche in the male soft drinks category and demonstrated that the simple ideas can be the most effective. The no-sugar drink's success is down to a combination of innovative flavour technology, the use of striking black packaging ideally suited to the male consumer and a £10m launch campaign.