Backlash in Australia over Coke Zero campaign

Bannerblog is covering the story of Coca-Cola's launch of Coke Zero in the Australian market.

Coke formed an action group called 'The Zero Movement' complete with a blog and manifesto, which has raised the ire of internet users.

Coke Zero. It's the new sugar free product from Coca-Cola, and it's teaser campaign has used a number of alternative/emerging forms of media to spread it's message. From unbranded billboards to the spray painting of footpaths with statements such as "why can't big nights come with zero morning afters?"" and a Zero Movement website, the campaign is a distinct departure from the usual coke formula.

The result? It appears to have provoked a backlash amongst internet users for it's perceived hijacking of the weblog/community space.

One of the most contentious aspects of the teaser campaign is the formation of a so-called action group called the 'The Zero Movement'. Complete with blog and manifesto. The site has prompted a strong backlash from the blogging community, who have branded it an unwelcome intrusion that is 'dishonest'.

The result? A group of users have registered a renegade website, and used it to spread their own beliefs.

The renegade site has even achieved a listing under the Coke Zero entry on Wikipedia A quick Google of The Zero Movement turns up some interesting posts on blogs and forums.