They're not the only ones, noticeably Gilette with their razor named "fusion power stealth" being such an obvious use of buzz words to stimulate men into buying the product. Why would I want a stealthy razor anyway? That would just be annoying trying to find it surely.
I can excuse the typical ones like Lynx, Gilette and Beer (despite their over the top "look at who you could be screwing if you bought this" or "look what a bunch of mates all us lads are" kind of attitude.) You know why? They are products which are blatantly going to be aimed at men. You won't have women buying a Mach 3 Turbo, or Lynx chocolate or debatably a fosters.
In essence of this, why do Coca Cola persist to aim at a male market who doesn't want or need it's product. The name 'Coke Zero' itself is a mockery, as if we can't see they've tried to make a low sugar version of their popular soft drink. The first advert was irritating enough, trying to break the stereotype of only women buying diet coke and men always opting for "full fat" coke (a name I've never really understood, as it's excessive levels of sugar rather than fat). The first advert constantly related to "male issues" such as bras being hard to undo, workmates being better without the work, all trying to link back to coca cola without the sugar, which in men's view is actually like saying work mates without the mates.
Did it stop here once men tried it and mostly disliked the product? Of course not, they teamed up with James Bond and even that didn't make it cool, it just acted as an advert for the film more than coke zero. Which brings me to the advert I saw last night, again in a male "situation" with a girlfriend and her father. Escaping out the window on a crane and a few explosions here and there to try and represent an action film. It's embarrasing how this stuff is sold to men, and I'm sick of being the target audience when I'm not a huge fan of Coke Zero's taste, in fact I prefer Diet Coke to it! Maybe I should just switch to Pepsi...