Challenge:
For the U.S. launch of Coke Zero, the brand needed a way to engage fans and generate excitement across multiple regions in a crowded beverage market.
Insight:
Fans are most engaged when they feel part of an exclusive community and have input in shaping a brand experience.
Opportunity:
Create a campaign that leverages Coke Zero’s most loyal fans to spread awareness through word-of-mouth and personal networks, emphasizing the “zero sugar, great taste” message.
Solution:
Led the concept and execution of a campaign that included a private social network for Coke Zero fans, where they shared stories and invited friends. Developed Coke Zero’s first user-generated content site, “It’s Possible,” allowing users to create “how-to” content, which was then ranked by votes. The campaign integrated with agency partners and corporate sponsors like Target, NASCAR, and NCAA, reaching 48 markets and distributing over 7 million samples.
Results:
The campaign became the largest brand launch in Coca-Cola history, with over 7 million samples distributed, significant earned media, and “Best Use of Research” awarded at the Word of Mouth Marketing Awards.
