Instead of focusing on what is absent from Coca-Cola’s sugar-free beverage, Coke Zero, the new marketing campaign promotes what a ‘0’ can add.
The aim of the Coca-Cola Zero campaign, which launched during the Australian Open Men’s tennis final, is to defeat the idea that ‘zero’ equals nothing.
“For some people 0 means nothing, our campaign will show that adding 0 gives you more; 1 idea to 10 ideas, 10 mates to 100 mates, 100 possibilities to 1000 possibilities,” Lucie Austin, marketing director for Coca-Cola South Pacific, said.
“Television is epic in scale and we’re taking this reappraisal of what 0 means to the masses. Coke Zero is a modern cola icon, which warrants an edgier and sexier campaign, above and beyond its established ‘zero sugar’ positioning.
“The centerpiece of the campaign is a brand manifesto film, shot in Buenos Aires. The film-treatment used brings the aspirational and shared possibilities of the Coke Zero brand to life in a powerful cinematic experience.”
The campaign includes a TVC, a 60-second cinema ad, out-of-home ad placements and sampling activations during University O-weeks.
Credits: client Coca-Cola, agency Host, Maverick, Naked Communications, media Ikon, public relations Pulse Communications.
Please login with linkedin to comment
In this guest post, Alex Watts (pictured), DDB Sydney Head of Social, discusses his thoughts on the potential Microsoft/Tik Tok acquisition and whether the deal actually makes any sense for Microsoft… Trump is calling for a ban, China’s calling it a “smash and grab,” but the real question is – does buying TikTok really make sense for Microsoft? TikTok is […]
Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]
Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]
Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]
One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]
Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]