C COCA COLA ZERO

03/ C COCA COLA ZERO

„Great Taste Zero Sugar‟

a. Data Description

Coca Cola is produced by PT. Coca Cola Bottling Indonesia in Cibitung. Coca Cola is a trademark under the license under The Coca Cola Company. Since the product is contained with less sugar, the brand name becomes Coca Cola Zero. Coca Cola Zero is a carbonated drink that has no sugar.

The package is made of tin and it is dominated by black color. The other colors are white, red and silver. The package has round tin layout. The interesting part of the package is the picture of silver dynamic ribbon that is always printed under the brand name of Coca Cola. The brand name, the slogan, the net weight, the nutritious facts, the ingredients, the explanation of the product, the c ustomer service, the production code, the logo of „Halal‟ and the name of the manufacturer are printed on the layout of the product. All of them are well arranged and easy to be seen.

The brand name and the slogan are written vertically. The slogan is located under the brand name and under the dynamic ribbon. It is printed in silver

color. The slogan is divided into two lines; the first line is „great taste‟ and the second one is „zero sugar‟.

b. Data Interpretation

Coca Cola Zero has various elements in its package that make the consumers have clear information about the product. The contrasting choice of colors between black, red, white and silver makes the consumers find the package of the product when they walk along the shelves of beverages.

The picture of dynamic ribbon as the uniqueness of the layout of Coca Cola and the word „zero‟ on the brand name that is unusual as the stimulation for the consumers‟ interests to read the whole layout of the package is put on more

than a half layout of the package in a purpose to attract the consumers to buy the product.

The slogan that functions to encapsulate the campaign theme of the product should be typed attractively in order to invite the consumers‟ attentions. It is printed in silver color so that the consumers can read it easily. As the campaign theme, the slogan has fulfilled its aim since it can make the consumers attract to buy the product.

The nutrition table and the ingredients inform the consumers that the product contains of 0% of sugar. The consumers will be persuaded to buy the product by making them believe that the product really have the great taste like Coca Cola with sugar even it has no sugar.

A slogan has function as the marketing device for the consumers. It is

important for business to have a slogan as an identification device so that a product or a service can be known from its slogan. Therefore, a slogan becomes the one that relates the producer and its consumers.

The slogan of the product is „Great Taste Zero Sugar‟. It can be interpreted that „the product invites the consumers to feel the great taste of Coca

Cola but it has no sugar added so that the consumers will not worried about the contains of sugar in the product.‟

The maxim of quality is obeyed since the slogan gives true information. The company gives evidences inserted on the layout of the package in the form the ingredients and the table, there can be seen that there is no sugar and contains of 0% of carbohydrate. It implicates „Coca Cola Zero is the product of Coca Cola that have the great taste like Coca Cola with sugar but it has no sugar‟. The slogan tells the truth. So that is safe if consumed by people on diet or diabetic.

The slogan violates the maxim of quantity since the slogan does not give sufficient information about the product to the consumers. The consumers find it difficult to know about the product only by reading the slogan. They still need to search other elements on the package in order to know more about the product, especially to know how the great taste is.

The slogan also does not obey the maxim of relevance since the content of the slogan is not relevant with the product. The consumers will still not know The slogan also does not obey the maxim of relevance since the content of the slogan is not relevant with the product. The consumers will still not know

The slogan implicates that „by consuming Coca Cola Zero, the consumers have felt the great taste of Coca Cola but it has no sugar .‟

The relation between the slogan and the product is implicit. The consumers will not get enough information when they are reading the slogan. They still need additional information about the product. They still need to see the whole layout of the package to answer their curiosities about the product.