Coke Zero is back with a new campaign that showcases its ‘Taste The Possibilities’ ethos but with an entertaining twist. A Coke Zero taste test experiment for consumers is the theme for a bold new TVC, which is released today and viewable on YouTube and the Coke Zero website.
The latest Coke Zero advert illustrates how our experience of taste can be affected by our senses. Cinema-goers who ordered a
Before the start of the film, the experiment was revealed as a barman appeared on the cinema screen and asked the drinkers to look inside their cups. Responses varied and this was not a scientific test, but most of the audience were taken aback when they pulled out the black cups to find they had been drinking Coke Zero, indicating the taste of the two drinks is as close as possible.
Previous versions of the TVC have been aired in Spain and Italy with great success, where again, most of the
The new TVC for North West Europe and the Nordics was filmed at Kinepolis cinema in Brussels in November 2012. It was created by Publicis advertising agency and directed by Francois Nemeta. The only actor involved was the barman, who was aware of the experiment.
" The new Coke Zero campaign encourages continued dialogue with our target audience, portraying a new and engaging side to the brand whilst still communicating the Coke Zero ethos. The more we understand taste and how it can be affected by our different senses, the more we can ensure that Coke Zero and our other brands are providing the perfect taste experience for our customers. By focusing on the intrinsic message of ‘Taste is Believing’, the campaign demonstrates the unique appeal of Coke Zero – that ‘Great Coke Taste’ and ‘Zero Sugar’ is possible." Zoe Howorth, Marketing Director for
Launching this month, this refreshing ad guarantees a dose of “intelligent humour”, set to engage and entertain audiences by showing how people can enjoy the great taste and zero sugar combination of Coke Zero.
The TVC is part of a wider campaign that will see both traditional and digital media being used with outdoor and print advertising as well as activity across social networking platforms. There will also be an in-store driver promotion, updated packaging and sampling.
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