"Drinkable ads" put fizz into Coke Zero's marketing

This event report addresses how Coke Zero – a low-calorie carbonated drink in Coca-Cola's portfolio – rolled out an innovative campaign seeking to drive consumer trial.

“Drinkable ads” put fizz into Coke Zero’s marketing

Stephen WhitesideWarc

Since its launch ten years ago, Coke Zero has promised thirsty consumers the same great taste as classic Coca-Cola – with a significantly lower calorie count.

Generally, this "healthier" carbonated offering has prioritised two main audiences: men between the ages of 16 and 24-years-old as well as the entire 15–17-year-old cohort. Now, the beverage line is expanding its focus to include 25–45-year-olds, slightly skewed towards men, who are interested in cutting their calorie intake.

The problem? Most of these prospective buyers are not, as yet, familiar with the product....

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