Coca-Cola has launched a major campaign
for Coke Zero and will spend 70% more marketing the brand this year than on original Coke.
The multi-platform push has been launched in a bid to add an "edgier and sexier" aspect to Coke Zero's current 'Zero Sugar' positioning. It aims transform perceptions about the number zero. Instead of representing nothing or nil, it wants to focus on zero as an order of magnitude. For example, creating 100 possibilities, or 1000.
Created by Host, the campaign is
spearheaded by a commercial filmed in Buenos Aires, which will run
across television and cinema. It will also run online via Shazam
recognition technology, offering consumers the chance to win a trip with 10
friends to Las Vegas. Out-of-home executions across billboards, transit and street
furniture complete the push, along with sampling activations during events including
various university O-Weeks.
Marketing boss Lucie Austin also said the drink giant planned to spend 70% more marketing per case on Coke Zero this year than it will on original Coke.
She added in a statement: "We’re taking this
reappraisal of what 0 means to the masses. Coke Zero is a modern cola
icon, which warrants an edgier and sexier campaign, above and beyond
its established ‘zero sugar’ positioning."
http://www.youtube.com/watch?v=DrZ0P95rEQw
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