The Zero Movement

The Zero Movement is an astroturf campaign by Coca Cola to sell a new sugar-free drink called "coca cola zero" in Australia. The campaign has involved viral marketing strategies, including buying billboards and the backs of magazines for ads apparently by "The Zero Movement", as well as putting up posters in public places. There is also a website which includes a manifesto. An alternative, critical site calling itself The Zero Coke Movement describes the campaign:

"They call themselves "the zero movement", but what are they? They're a bunch of advertising wankers pretending to be a grass-roots movement. They're spending Coca-Cola's money to try to get you interested in drinking a product called 'Coca-Cola Zero'." 

Other Sourcewatch Resources
Coca-Cola Company