Coke Zero: Drinkable advertising

Campaign details

Agency: Ogilvy New York
Client: The Coca-Cola Company
Category: 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' a Coke Zero into people's phones in real time. The campaign delivered more samples over a single weekend than any previous Coke Zero marketing push. It was also the most Shazamed ad in history to date, with over 200,000 hits on the app.

Product description

Coke Zero, is a product of The Coca-Cola Company. It is a low-calorie variation of Coca-Cola introduced in 2005.

Objective of the campaign