Coke Zero: Drinkable advertising

This case study demonstrates how Coke Zero, the reduced calorie drink, used a cross-platform strategy and tie-up with the Shazam app to grow sampling in the US.

Coke Zero: Drinkable advertising

Campaign details

Agency: Ogilvy New YorkClient: The Coca-Cola CompanyCategory: Consumer Products

Executive summary

Coke Zero has been around for ten years, but in the US four out of five millennials have never tried it. To differentiate the brand from other diet colas, it was necessary to get millennials to taste Coke Zero. This campaign targeted its audiences with 'drinkable' ads. At every point, sampling the product was the focus, from a huge billboard that served Coke Zero, flyers that folded into drinking straws and a Shazam app tie up, that 'poured'...

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