Coke Zero promoted as a hero in new Australian campaign
Coca-Cola South Pacific launched a new campaign recently during the Australian Open Men’s tennis final to promote Coke Zero, turning the idea that “0 means nothing” on its head.
The new campaign aims to reposition Coke Zero as “edgier” and “sexier,” vowing to spend 70 per cent more per case marketing than ordinary Coca-Cola.
The campaign features a brand film shot in Buenos Aires that can be seen in Australia on television and in a six second cinema edit. The centerpiece film has been supported by billboards, buses and street furniture advertising.
The Coke Zero campaign also includes an online promotion offers ten people the chance to win a trip to Las Vegas for 100 hours, with $1000 spending money.
To reinforce the Coke Zero’s new mainstream positioning, sampling activations will take place during University O-Weeks, in licensed venues and in high-traffic public places around Australia. Promotional activities will also be on offer for those who “just add Coke Zero” in mainstream take-away food outlets such as Subway and McDonald’s.
Coca-Cola South Pacific Marketing Director, Lucie Austin, said that the campaign isn’t just about “refreshing” the Coke Zero brand, but about committing to choices that match Australian consumers’ lifestyles.
“Coke Zero is a modern cola icon, which warrants an edgier and sexier campaign, above and beyond its established ‘zero sugar’ positioning,” Ms Austin said.