Coke Zero Relaunched in the UK
Coca‑Cola has re-launched its zero sugar and zero calorie drink, Coke Zero, nine years after first launching in the UK in 2006. ‘Just Add Zero ‘, is the new integrated marketing campaign that will put the brand on TV and to the top of the agenda in 2014.
The campaign is designed to establish Coca‑Cola as an icon to a new generation, with an action-packed TVC directed by the critically acclaimed director Nima Nourizadeh. The campaign centres around an impactful, new, visual identity of a distinctive red circle and this strong icon will work across all touch points including outdoor and POS activity and limited edition pack designs, supported with PR and digital.
The campaign has been created for a new demographic of young people that has emerged out of challenging times with a positive outlook focused on living richer. Shot in South Africa, the TVC shows the protagonist navigating a series of situations where he experiences more by ‘adding Zero’. Adding ‘Zero’ to his two sisters produces 20 of their attractive friends, while a party of 100 people becomes a festival of 1,000. The twist in the plot comes when the protagonist’s romantic interest turns the perspective on its head and gets more by adding zero – from one hot guy to 10. The TVC demonstrates the broadening of Coke Zero’s target market with the aim of appealing to both men and women.
