Less is more with new Coke Zero - see the pre-broadcast ad here
This Monday sees Coca-Cola relaunch its Coke Zero drink with a TV commercial shot in South Africa. Red Carpet has the ad here for preview before it officially airs on TV. Anna Bass (11 Jan'14)
The relaunch comes nine years after the zero sugar, zero calorie drink first made its debut. “Just Add Zero” is the integrated marketing campaign behind the brand's 2014 drive to bring Coca-Cola to the attention of a new generation.
A distinctive red circle is introduced as the brand's new visual identity and will appear across all touch points including outdoor and POS activity and limited edition pack designs, supported with PR and digital.
Director Nima Nourizadeh, who has also directed commercials for Adidas, was enlisted to create the Coke Zero ad. The campaign seeks to convey the positive impact of 'zero' to a young demographic.
“For some people zero means nothing, but the “Just Add Zero” campaign shows that things get bigger, better, faster and greater when you add zero," says Bríd Drohan-Stewart, marketing activation director, Coca-Cola, Great Britain. "‘Adding zero’ gives you more: a visit to one country becomes an epic journey of 10, a group of 10 mates become 100, while a party of 100 transforms into a festival of 1,000. In the same way, Coke Zero gives you more great Coke taste with zero sugar and zero calories. This campaign speaks to people who share the same philosophy – the adventurers who always seek out possibilities in order to experience greater things."
Click the video link below and see how the theory is adopted by the star of the fast-paced ad through night club, film set and river (!) scenes when he realises the power of ”adding zero.” Thus his two sisters produces 20 of their attractive friends, while a party of 100 people becomes a festival of 1,000. You get the picture. But check out the quirky ending where the ad's female protagonist concludes that 'two can play at that game.'
“Coke Zero is the second best-selling brand in many markets," adds Drohan-Stewart. "Now we are investing heavily in the lights category, highlighting the choices available for consumers who don’t want to compromise on taste for zero sugar and zero calories."
Watch the video here: