The Coca-Cola Company: "Alexa, send me a Diet Coke"

Coca-Cola ran a tech-enabled sampling campaign in the United Kingdom to recruit new drinkers and improve its sample targeting.

Campaign details

Brand: The Coca-Cola CompanyBrand owner: Diet CokeAgencies: MediaCom UK, M&C SaatchiMarket: United KingdomIndustries: Carbonated soft drinksMedia channels: Product sampling, Television, Voice,chatbotsBudget: Up to 500k

Executive summary

Coca-Cola relies heavily on sampling but doing it effectively and efficiently is a challenge.

In the UK, in a global media-first, Coke used voice technology to turn its TV advertising into the most advanced, mass-sampling mechanism ever.

The activity was a huge success. A total of 100,000 samples were requested across four TV spots. This was a nearly 25%...

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