Coke Zero is back with a new campaign that showcases its ‘Taste The Possibilities’ ethos, but with a new twist. A Coke Zero taste test experiment for consumers is the theme for a new advert, which is now viewable on YouTube and the Coke Zero website.
The advert illustrates how our experience of taste can be affected by our senses. Cinemagoers who ordered a Coca-Cola were given their drink in the iconic red cup. Unbeknownst to them, a Coke Zero cup was hidden inside.
Before the start of the film, the experiment was revealed as a barman appeared on the cinema screen and asked the drinkers to look inside their cups. Responses varied and this was not a scientific test, but most of the audience were taken aback when they pulled out the black cups to find they had been drinking Coke Zero, indicating the taste of the two drinks is as close as possible.
Previous versions of the TVC have been aired in Spain and Italy with great success, where again, most of the Coca-Cola drinkers were thrilled to discover Coke Zero had the great taste of Coke with zero sugar.
The TVC is part of a wider campaign that will see both traditional and digital media being used with outdoor and print advertising as well as activity across social networking platforms. There will also be an in-store driver promotion, updated packaging and sampling.
Nick Canney, VP Sales & Marketing at Coca-Cola Enterprises Ltd, says: “Coke Zero has firmly established itself within the UK market, fuelled by an impactful partnership with the movie Skyfall at the end of 2012 and growing consumer desire for low- or no-calorie options. This latest advertising campaign is a great way for us to continue engaging with our target audience and will ensure a strong opportunity for retailers to carry the brand’s success forward into 2013.
“Retailers should ensure they are ready for the consumer demand this campaign will generate by stocking extra supplies of Coke Zero in-store now.”