Coca-Cola
Launching Coke Zero as their hero product in Europe
Coca-Cola
Launching Coke Zero as their hero product in Europe
Introduction
Introduction
Coca-Cola was transitioning their communication from Classic taste to Zero Sugar and Europe was their biggest market for early adoption
Year
Year
2018
2018
Duration
Duration
1 year
1 year
Client
Client
Coca-Cola Zero
Coca-Cola Zero
Categories
Categories
Strategy & Ideation
Challenges
"Taste the feeling" was the brand's platform but people associate it with the Classic taste. We needed to give all that attitude to the Zero Sugar version.
We created a simple but powerful narrative based on 'firsts'. From start the idea had to have modular assets , be adaptable for every market and for every seasonal promotions. Social media, 15" YouTube bumpers, Summer promos or Pride month, we did it all while keeping the brand's POV and the campaign's overarching concept and storytelling.
Results
ICONOCITY. Mini stories like "pride" and "baywatch" became top of mind with a 8x increase in 'a brand for me' and 'brand values association' - internal Coca-Cola indicators.
The summer edits went on to be used in 13 markets, the highest adoption rate by Business Units since the EMEA Central hub was created. It delivered 3.8x value after run with a promotion versus previous summer campaigns and the Pride edits made it to Picadilly Circus in the first ever Coca-Cola sponsorship of the event.
Challenges
"Taste the feeling" was the brand's platform but associate it with the Classic taste. We needed to give all that attitude to the Zero Sugar version.
We created a simple but powerful narrative based on 'firsts'. From start the idea had to have modular assets , be adaptable for every market and for every seasonal promotions. Social media, 15" YouTube bumpers, Summer promos or Pride month, we did it all while keeping the brand's POV and the campaign's overarching concept and storytelling.
Challenges
"Taste the feeling" was the brand's platform but people associate it with the Classic taste. We needed to give all that attitude to the Zero Sugar version.
We created a simple but powerful narrative based on 'firsts'. From start the idea had to have modular assets, be adaptable for every market and for every seasonal promotions. Social media, 15" YouTube bumpers, Summer promos or Pride month, we did it all while keeping the brand's POV and the campaign's overarching concept and storytelling.
Results
Results
ICONOCITY. Mini stories like "pride" and "baywatch" became top of mind with a 8x increase in 'a brand for me' and 'brand values association' - internal Coca-Cola indicators.
The summer edits went on to be used in 13 markets, the highest adoption rate by Business Units since the EMEA Central hub was created. It delivered 3.8x value after run with a promotion versus previous summer campaigns and the Pride edits made it to Picadilly Circus in the first ever Coca-Cola sponsorship of the event.
ICONOCITY. Mini stories like "pride" and "baywatch" became top of mind with a 8x increase in 'a brand for me' and 'brand values association' - internal Coca-Cola indicators.
The summer edits went on to be used in 13 markets, the highest adoption rate by Business Units since the EMEA Central hub was created. It delivered 3.8x value after run with a promotion versus previous summer campaigns and the Pride edits made it to Picadilly Circus in the first ever Coca-Cola sponsorship of the event.
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