Brand: Coca Cola
Lead agency: M&C Saatchi Shop
Coca-Cola needed a more effective, integrated and measurable product trial to launch Diet Coke Exotic Mango and for its 2018 Holidays are Coming Christmas campaign. The challenge was to find new ways to tempt more consumers to "try before they buy".
It's proven at Coke that if people try they are much more likely to buy. The world's biggest soft drinks company therefore understands the critical role of trial for launching new products and driving growth.
Solving this through traditional sampling has limitations. Ethnographic research revealed on-street sampling creates significant waste and, critically, can't be targeted or measured alongside other campaign media.
Coke was keen to discover alternatives that integrated with other channels, specifically peak-time TV; would also give national reach; boost family sharing; drive data collection for acquisition; and could be measured.