COCA-COLA ZERO by Euro Rscg Lisbon for Coca-cola

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COCA-COLA ZERO

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Industry Soft Drinks
Media Promo & PR
Market Portugal
Agency Euro Rscg Lisbon
Creative Director Manuel Roque
Released April 2009

Credits & Description

Category: Best Use of Games, including Sweepstakes, Contests & Prize Draws
Advertiser: COCA-COLA
Product/Service: SOFT DRINK
Agency: EURO RSCG
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: EURO RSCG DESIGN & ARQUITECTURA, Lisbon, PORTUGAL
Supervisor Director: Cristiano Campanico (Euro RSCG)
Creative Director: Manuel Roque (Euro RSCG)
Media placement: TV Gamer 12 programs - SIC - 2 May 2009

Describe the objective of the promotion.
Maximising the Coca-Cola ZERO moment, Prove it's possible. Position the brand in a young target and proving that Coca-Cola ZERO has all the flavour of Coca-Cola but with ZERO sugar. Create a plan of action for 2010 that challenges consumers. Brand involvement.

Describe how the promotion developed from concept to implementation
Through the challenging of the consumers. Their participation was the ultimate proof of our statement.

Describe the success of the promotion with both client and consumer including some quantifiable results
Major media coverage. Substantial increase in sales. Highly popular with the public.

Explain why the method of promotion was most relevant to the product or service
Because Coca-Cola ZERO needed to aproach the consumer through experimentation.