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ADVERTISING CAMPAIGNS

Coca-Cola Zero ‘Life as it should be’

Agency: VCCP

Client: Coca-Cola Great Britain

Coca-Cola Great Britain has launched a new advertising campaign to   support ‘Coca-Cola Zero’ with a 30-second television advert based on its   new ‘A taste of life as it should be’ creative.

TV is being supported with an outdoor campaign using a parody of a film poster to take its lead.

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.

Marketing Director for Coca-Cola Great Britain, Cathryn Sleight, 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’.”

AJR
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