Client: Coke Zero
‘Coca-Cola Zero’ is set to hit the big screen once more with a fully integrated communications campaign that dramatises the core brand creative idea and product message - ‘The Impossible Made Possible’.
Building on the everyday appeal of the brand, the tongue-in-cheek attitude and tone of last year’s ‘Supermarket’ campaign and the brand’s global partnership with the Bond franchise in 2008, this new campaign will run over six months on cinema, TV, outdoor and digital advertising.
This fresh execution continues to centre on the depiction of real life situations and ideals, tapping into the psyche of the brand’s target male 20-something consumer. Using over-the-top humour, the opportunities that ‘Coke Zero’ delivers are introduced in high-impact 60 and 30 second spots, allowing a seemingly impossible everyday situation to be surprisingly resolved.
The story of the new execution going live in early April 2009 unfolds as our hero wakes up next to a girl in her messy bedroom. As she saunters off to the shower, he enters every young man’s worst nightmare when, as he reaches for a chilled ‘Coke Zero’, her father begins knocking on the locked door.
After gulping down the drink the tagline 'The Impossible Made Possible' flashes on screen as a SWAT team crashes through the window to help tidy the flat. In an action-packed finale, the girl emerges from the shower to find her beau, decked out in SWAT gear, being airlifted to safety.
Outdoor and digital elements add further weight to the campaign driving relevance and recency throughout the year. Developed by Grey Kobenhavn, the first of three bursts of large format outdoor creative will be unveiled mid April around the UK.
The digital campaign, devised by Glue translates the TVC execution into multiple 15 second ‘The Impossible Made Possible’ scenarios to appeal to the brand’s young male audience. The campaign aims to reach more than 45% of our core male target across key passion points online. Consumers can also grab their own slice of ‘The Impossible Made Possible’ action by downloading exclusive content from ‘Coke Zone’.
Cathryn Sleight, Marketing Director for Coca-Cola Great Britain, said, “This campaign has been designed to create a fresh dialogue with ‘Coke Zero’ drinkers, both new and old. The tongue-in-cheek humour woven into this campaign reinforces the message that the impossible – such as great ‘Coke’ taste, zero sugar - can happen. The additional bespoke elements ensure recency and cut-through amongst the core target audience, reinforcing the position of ‘Coke Zero’ within the ‘My Coke’ trilogy.”
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