Coca-Cola: Mille

Coca-Cola, the soft drinks manufacturer, launched a campaign in Italy to promote a new look for Coca-Cola Zero and recruit a younger consumer base, resulting in millions of views and positive sentiment.

Insights and challenge

A (broad) target

  • Coke Red leavers 35-64yo
  • New CCZ consumers 15-54yo
  • Passion point: Music

The objectives

  • Increase penetration of CCZ by retaining CCZ leavers
  • Recruiting new CCZ users
  • Presenting the new CCZ design in Italy

The idea

Boost Coca-Cola...

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