Experiential Design
Senior Art Director
Brand Design, Art Direction, Visual Design
Photo manipulation & 3d
2022
Coca-Cola Zero Sugar is a diet cola produced by The Coca-Cola Company. It was introduced in 2005 as Coca-Cola Zero as a new no-calorie cola.
Coca-Cola Zero Sugar is sweetened with aspartame and acesulfame potassium. It contains no calories or sugar, and it has a similar taste to Coca-Cola Classic.
Reinforce the association of Coca-Cola brand with meal
Influence the consumption of Coca-Cola during relaxing screen time leveraging football as a passion point.
Create awareness about the new Coke Zero
The Brand Bull’s eye is Generation Z
Teenagers 13-19 YO
Male & Female
ABC1C2 socio-economic class
Secondary TA-Young adults
Create an exciting but cost-effective sampling experience for 7million consumers Nationwide with the aim of recruiting new drinkers into the Cola category.
How do we creatively entrench the “ZERO” benefit of Coke Zero in the minds of consumers? How do we encourage adoption and frequency of consumption among existing and non-existing Cola consumers? How do we differentiate Coke Zero Sugar from Coke full Sugar?
Idea
Rationale: We will activate at locations with high traffic footfalls and reward consumers with a pack of Coke Zero bottles on the basis of arriving at the locations(Mostly malls) or make purchase at key accounts at a specific time that ends with a zero. E.g 3:00 pm or 15:00pm 3:10ppm or 15:10pm etc.
Activation at Malls:
We will activate at locations with high traffic footfalls and reward consumers with a pack of Coke Zero bottles on the basis of arriving at the locations(Mostly malls) or make purchase at key accounts at a specific time that ends with a zero. Example: 3:00 pm or 15:00pm 3:10ppm or 15:10pm etc.
Zero Hour Tally
For consumers arriving at the mall in a vehicle and who receive a tally reflecting a time that ends with the figure “Zero”, they qualify for a free pack of 6 bottles of Coke Zero Sugar.
Zero Hour Receipts
For consumers shopping at the malls, those whose receipts reflect a time that ends with the figure “Zero” qualify to receive a free pack of 6 bottles of Coke Zero Sugar .
Activation set up at malls
Activation setup at Key locations (Locations with high footfall but small space).
Activation setup at Football Viewing Centres:
Setup will be the same as the mall setups but scaled down with respect to available space.
Brand Ambassadors and Branded merchandise
Consumers will be rewarded and our brand ambassadors will help out in giving out the gifts to the consumers.
Thanks
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