Agency: Grey Copenhagen
Coca-Cola Zero is back on air with box office vigour this month (February) in a new campaign that showcases its ‘The Impossible Made Possible’ ethos. Comprising of a dynamic TVC and impactful out of home advertising, the activity is set to propel men on to the edge of their seats.
Breaking on screens this week, the blockbuster-inspired TV creative will air during the UEFA Champions League and popular comedy and drama shows, targeting the brand’s core audience of 20 to 40 year old males. Created by Grey Copenhagen, fast-paced 60 and 40 second TV spots and a 30 second cinema edit named ‘The Date’ star ‘Our Hero’, a young guy who’s enjoying playing a game of football with his mates having totally forgotten that he has a hot date lined up.
After a call from his seemingly stood-up, disappointed date and a sip of refreshing Coke Zero, it’s the SWAT team to the rescue, making the outwardly impossible, possible in seconds. Jetting in, the team transport and transform him, with helicopters and high-speed driving, to arrive with his date in superhero style – just in time to seamlessly sweep her off her feet and expel another suitor.
Meanwhile, ‘Our Hero’ bursts on to screens in a further 20 second execution, centering around the core intrinsic Coca-Cola Zero message of ‘Great Coke Taste, Zero Sugar.’ Whilst to bring the brand message to consumers nationwide, outdoor 96 sheets featuring the tagline ‘Taste is Believing’ will further cement the intrinsic message, with additional out of home media to follow throughout the year.
Zoe Howorth, market activation director for Coca-Cola Great Britain explains, “The new Coca-Cola Zero campaign fosters continued dialogue with our target audience, portraying an action-packed scenario designed to entertain and resonate whilst communicating the Coca-Cola Zero ethos.
"By bringing to life the ‘The Impossible Made Possible’ core creative idea and focusing on the intrinsic message of ‘Taste is Believing’, the campaign demonstrates the unique appeal of Coke Zero – that ‘Great Coke Taste’ and ‘Zero Sugar’ is possible.”