COCA-COLA ZERO AVATAR PACKAGING by Attik San Francisco for Coca-cola

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COCA-COLA ZERO AVATAR PACKAGING

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Industry Soft Drinks
Media Design & Branding
Market United Kingdom
Agency Attik San Francisco
Executive Creative Director James Sommerville
Released November 2009

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: THE COCA-COLA COMPANY
Product/Service: COCA-COLA ZERO
Agency: ATTIK
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: THE COCA-COLA COMPANY, Atlanta, USA
Executive Creative Director: James Sommerville (Attik)
Design Director: Lisa Motto (Coca-Cola)
Media placement: Packaging - Global - December 2009 - 3 months
Media placement: POS - Global - December 2009 - 3 months

Describe the challenges and key objectives
Fox Studios revealed very little about the movie weeks before the premiere. The challenge was to excite consumers and brand at Coca-Cola about an unknown movie, so that they would want to activate it through the brand. The solution needed to clearly communicate the link between Coca-Cola Zero and AVATAR and drive purchase. The final VIS had to align with Coca-Cola Zero design principles and respect the identity of the Fox Studio global brand. The timing of the theatrical release was extremely challenging as it co-incided with Holiday, NCAA, World Cup all with a packaging component.

Describe the brief from the client
In 2009, Coca-Cola Zero entered into a global film partnership with James Cameron’s AVATAR. The partnership was based on the 2 parties shared brand values. The Coca-Cola Zero tagline of ‘It’s Possible’ reflects the attitude at the heart of the brand which believes in disrupting the status quo to prove what’s possible. With AVATAR, James Cameron exemplifies this, bringing confidence and a bold attitude in his approach to film-making. The agency brief was to create a visual identity system that supports these shared values and communicates to its core target audience in a way that is bold, distinctive and relevant.

Describe how you arrived at the final design

The target audience for Coca-Cola Zero is made up of tech junkies, web video addicts, bloggers, social networkers etc. They are marketing savvy and sophisticated when it comes to brand communication. The goal was to create a strong identity that stood out from other major AVATAR sponsors in a way that resonated with this sophisticated consumer group. We focused on the “AVTR” mark that appeared across all communication in a powerful, distinctive way to create a strong campaign identity and a device that could be used to provide consumers with an Augmented Reality experience accessible only through Coca-Cola Zero.

Give some indication of how successful the outcome was in the market
30+ markets worldwide activated innovative programs to support the Coca-Cola Zero AVATAR partnership using the design system created. The simplicity of the “AVTR” mark – which was exclusive to the Coca-Cola Zero brand – proved to be a recognizable, easy-to-adapt foundation for all communications, including partnership website www.AVTR.com. The Augmented Reality element received significant, positive press attention garnering credit for Coca-Cola Zero as the first brand to take this innovative, emerging technology into the mainstream on a global level. This was a result of effective PR, but also the unique channel that was designed, that engaged with Coca-Cola Zero consumers.