Coke Zero has been the jewel in Coca-Cola Enterprises' crown this year and has already clocked up impressive sales as a result of a well-focused advertising campaign and striking red, black and white packaging. The no-sugar drink does for men what Diet Coke does for women and effectively taps into the idea that men are concerned about their weight but don't want to be seen openly consuming a dieting product. Backed by footballer Wayne Rooney, the drink has already established a strong following among its target 18 to 25-year-old male audience. Whether you are a fan of the taste of the drink or not, it's difficult not to admire the status that this 'bloke Coke' has already achieved. The coming year is likely to build on this strong start.