Coke Zero: How 'just adding zero' sold millions

This case study describes a campaign to reposition beverage brand Coke Zero in Australia by appealing to the desire of young adults to get more out of life.

Coke Zero: How 'just adding zero' sold millions

Campaign details

Agency: HostAdvertiser: The COKE CompanyTotal campaign expenditure: $5 - 10 million

Executive summary

This paper is about adding significant volume and incremental profit by repositioning COKE ZERO with the Just Add Zero™ campaign. This was achieved in a declining category with COKE ZERO enduring a 58% price premium against Pepsi Max.

Just Add Zero™ delivered an indexed ROI (in incremental profit not sales) of 118 and shows that the right campaign idea can do wonders for established brands in big competitive categories where single percentage...

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