Coke Zero: Drinkable advertising

This case study describes how Coke Zero, a Coca-Cola brand, created Drinkable Advertising in the US in order to drive trial among millennials as 80% of them have never tried Coke Zero.

Coke Zero: Drinkable advertising

Agency: Leo Burnett

Creative effectiveness

80% of millennials have never tried Coke Zero. Our challenge was to create a campaign that would grab the attention of the ever elusive and uninterested millennial with one main goal: to drive trial. We created advertising that people could drink. Each ad became an opportunity for them to try Coke Zero.

Most notably our campaign leveraged Shazam, an app with massive penetration amongst millennials, and developed an entirely new way of using their audio recognition technology. It was a first of it's kind. The result was a uniquely interactive and...

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