COCA-COLA ZERO campaign, launched this month during the Australian Open Men's tennis final, turns the idea that zero means nothing on its head.
"For some people zero means nothing, our campaign will show that adding zero gives you more; 1 idea to 10 ideas, 10 mates to 100 mates, 100 possibilities to 1000 possibilities.
"Television is epic in scale and we're taking this reappraisal of what zero 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." said Lucie Austin, Marketing Director,
"The centerpiece of the campaign is a brand manifesto film, shot in Buenos Aires. The film-treatment used brings the aspirational and shared possibilities of the COKE ZERO brand to life in a powerful cinematic experience." continued Austin.
The campaign film will be seen on TV and in a 60 second cinema edit, supported by out of home on billboards, buses and street furniture. Just add COKE ZERO will be brought to life from film to online via Shazam and a promotion offering 10 friends the trip of a lifetime, for 100 hours in Las Vegas, with $1000 spending money.
The soundtrack to the campaign comes from uber-cool DJ and producer, Diplo. He is the founder of music collective Hollertronix and the record label Mad Decent, as well as a 2013 Grammy nominee for Producer of the Year. The new track featured in the campaign film is called "Set it Off."
To reinforce the mainstream positioning, sampling activations will take place during University O-Weeks, in licensed venues and in high traffic public places. Great things will also be on offer for those who 'Just Add COKE ZERO' in mainstream favourites, Subway and McDonald's.
"For us this campaign isn't just about refreshing the COKE ZERO brand, it's also about our ongoing commitment to provide choices that match our consumers' lifestyles. In 2013 in Australia, we will spend 70% more per case marketing COKE ZERO than we do on marketing
JUST ADD 'COKE ZERO'
When you add zero, everything becomes a lot more interesting. 1 turns into 10. A gathering becomes a party. And a solo trip turns into an epic adventure.
Team COKE ZERO includes: Host, IKON, Maverick, Naked and Pulse Communications
Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit www.thecoca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo or visit our blog at www.coca-colablog.com, follow us on Twitter at twitter.com/CocaColaCo or visit our blog at www.coca-colablog.com. The