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
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]
From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]