Coca‑Cola Zero Delivers A Taste Of Life As It Should Be

Coca‑Cola Great Britain has launched a new advertising campaign to support ‘Coca‑Cola Zero’. The campaign will include high impact outdoor advertising and a 30 second television advert based on its new ‘A taste of life as it should be’ creative.

The six sheet outdoor campaign will run from 21st April for two weeks in 5,700 sites across the UK, while the TV ad - which hit screens on 7th April - will run for four weeks on satellite and terrestrial channels.

The outdoor campaign uses a parody of a film poster taking its lead from the Hollywood-blockbuster TV creative. The advertisement depicts a young man (the hero) entering a convenience store and heading to the cooler to grab a ‘Coca‑Cola Zero’. As he turns he is confronted with his ex-girlfriend and her new ‘hunky’ boyfriend. After taking a gulp of ‘Coca‑Cola Zero’ the tagline “‘Coca‑Cola’ presents…A taste of life as it should be” appears on screen as a ‘gorgeous’ woman enters as the hero’s new squeeze. The couple then exit the store on a helicopter in an action-style sequence.

Launched in summer 2006, ‘Coca‑Cola Zero’ has been hailed as the biggest NPD launch in 3 years by AC Nielsen. Having grown by 49% since launch, the brand is currently worth £60 million*.

Cathryn Sleight, Marketing Director for Coca‑Cola Great Britain, explains: "We are confident the Hollywood blockbuster creative, and tongue-in-cheek humour of this campaign, will appeal to the brand’s 20-something male audience. The campaign is designed to build brand awareness and cement the position of ‘Coke Zero' as the third cola in the portfolio along side 'Coca‑Cola' and 'diet Coke’.”

*AC Nielsen MAT w/e 01.03.08

‘Coca‑Cola’, ‘Coke’, ‘diet Coke’, ‘diet Coca‑Cola’, ‘Coca‑Cola Zero’ and ‘Coke Zero’ are registered trade marks of The Coca‑Cola Company