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 Coca-Cola were given their drink in the iconic red cup. Unbeknownst to them, a Coke Zero cup was hidden inside.
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 Coca-Cola drinkers were thrilled to discover Coke Zero had the great taste of Coke with zero sugar.
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 Coca-Cola Great Britain
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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Notes to Editors:
About Coca-Cola Great Britain:
Coca-Cola Great Britain is responsible for marketing 21 brands and over 100 products to consumers across Great Britain, focusing upon developing new brands, extending existing brands and protecting trademarks including Coca-Cola (recognised as the world’s most valuable brand). Other Coca-Cola Great Britain brands include Diet Coke, Coke Zero, Fanta, Sprite, Dr Pepper, Oasis, Glaecau vitaminwater, Oasis, Schweppes, 5 Alive, Lilt, Kia Ora, Relentless Energy Drink and Powerade. The Coca-Cola Great Britain portfolio is worth £1,998 million with value sales growth of 8.4% year on year. Within in this the My Coke trilogy (Coca-Cola, Diet Coke and Coke Zero) is worth £1,150 million, growing at 6.4% in value year on year (Neilsen, w/c 11/02/12). Coca-Cola Great Britain is committed to developing innovative, responsible and sustainable initiatives that help protect the environment. Recently the company launched its PlantBottle™ plastic made from up to 22.5% plant-based materials and up to 25% recycled plastic as the latest step on its journey towards petroleum-free plastic. The company is also dedicated to recycling, with 97% of site waste recycled or recovered. For more information about Coca-Cola in Great Britain, please visit our website at www.coca-cola.co.uk