Earlier this year, Coca-Cola announced that it will replace their Coke Zero with a new brand: Coke Zero Sugar, explaining that consumers were confused about the name of Coke Zero. They changed the recipe as well, making it closer to original Coke but without sugar; while keeping the Diet Coke as a low-calory one. What are the main differences in attitudes towards each brand? To answer this question, use attitude formation and function theories. 2) Put yourself in the shoes of a consumer insight manager at Coca-Cola: how would you go about persuading consumer that the Coke Zero Sugar is right for them (i.e., better than Coke Zero)? To answer this question, use persuasion and attitude change theories.
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