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.