Coke Zero Drinkable Advertising

80% of millennials have never tried Coke Zero. However, research shows that 60% of people who do try Coke Zero, like it.

We knew that merely talking about the taste of Coke Zero wouldn't be enough to alter perception. We needed to confront their prejudice by disrupting their routine at every touchpoint and use advertising to put a Coke Zero directly into their hands.

Research allowed us to identify media consumption habits and offered insight into audience passion points, including college basketball. This informed our media plan to maximize coverage and frequency.

During the NCAA March Madness tournament, Coke Zero capitalized on wide-scale excitement and social activity to introduce fans to the concept of being “open to try.” Using team rivalries as an entry point, Coke Zero led conversation and drove engagement.

We aimed to get as many rival fans together as possible in real time in arenas and virtually through nimble and personal social media outreach. Fans united for a moment of semi reluctant happiness and grudging respect — for the love of the game, the love of Coke Zero despite the love/hate for each other's teams.

Fans shared the entire drinkable experience online with their friends and could put a Coke Zero in their hands regardless of location, time and medium.

At the heart of the action was a massive billboard that dispensed real ice-cold Coke Zero. This accompanied other drinkable executions — a Drinkable tweet, print ads that turned into cups, mall kiosks that turned people’s phones into digital straws and the world’s first Drinkable TV commercial broadcast nationwide. Each piece of advertising rewarded people with free ice-cold Coke Zeros.

Social alone garnered 6.9M total engagements from Twitter, Facebook, Instagram, and YouTube (93% positive sentiment). The overwhelming success of the campaign helped secure an incremental $440K social strategy budget for future projects.

For the full case study, please view: https://shorturl.at/buwsw