I. IntroductionNowadays, a concerned shape trend is very popular globally. Consumers tend to prefer and purchase more healthy products as well as low-calorie products. The lifestyle of people who switch from junk food to low or non-calorie products even becomes vegetarian. Not only is fitness affected, but some dangerous diseases are also caused by eating sugary and high-fat foods. Therefore, marketers see this opportunity in the market and try to invent products that can meet the consumer demand in the market. The soft drink is also one of the very popular products not only among teenagers but also for everyone who wants to have a refreshment and enjoy a taste of fizzy soda. But some people try not to consume them because they are afraid of the amount of sugar in a soft drink. Additionally, total sales of cola-flavored soft drinks appear to be declining due to the popularity of health-related trends, so most consumers are shifting to drinking green tea and fruit juices rather than cola soft drinks. Therefore, soft drink manufacturers are aware of this problem and have introduced a new range of 0% calorie soft drink products in the market to meet the needs of consumers. • Coca Cola CompanyCoca Cola Company was created in 1886 in the United States. The company is one of the world's largest manufacturers of carbonated soft drinks. They have 4 of the top 5 non-alcoholic sparkling drinks in the world. Over 12 decades, Coca Cola has grown its business around the world to today reach number 1 in the world. of 71,000 associations in 200 countries with more than 2,600 products in their portfolio. In Thailand, Coca Cola launched its company under the name Thai Namthip Co., Ltd. and become one of the two leading manufacturers of soft drinks. With its continuous increase in sales and market share, the company has managed to hold more than 50% of the total soft drinks market share in Thailand. Starting in 1991, Thai Namthip launched a new low calorie cola flavor called Diet Coke, but unfortunately at that time Thai consumers were not ready and a health conscious trend was not popular, so Diet Coke was not a success at that time. Year 2002, Thai Namthip relaunched its diet coke in the market but changed the name to "Light Coke" because the company faced a problem from some teenage male consumers who would like to try this Diet Coke but they refused to do it because they were afraid of the word “diet” because the perception of the word “diet” is reserved for women.