Coca-Cola UK's sub-brand Coke Zero has lost significant market share, despite a number of multi-million pound deals.

Coke Zero's market share has fallen to 3.2%, its lowest level since December 2006, despite being backed by a GBP10m launch investment and deals with the latest Bond film and footballer Wayne Rooney.

The Coca-Cola brand, which made its debut in July 2006 has seen its market share fall to its lowest for two years.  The drink recorded its worst market share result of 3.1% in December 2006.

A spokesperson for Coca-Cola GB said: "Unlike 'Coke' and 'Diet Coke' which have been around for a long time, 'Coke Zero' is a young brand, less than three-years old.  We are committed to investing in growing the brand's equity and volume and will continue to drive loyalty amongst our target audience by connecting the brand with male passion points such as football, gaming and entertainment."

Coke rolled out a global ad campaign last September to mark its Zero Zero 7 rebranding as part of a global marketing partnership with Bond film Quantum of Solace.

Although the campaign increased sales, posting a share of 4.1% for the week to 1 November, this soon declined.

"The partnership was a great success, increasing Coke Zero's market share and repeat purchase rates during the activation period," added the spokesperson.