Coca-Cola Zero was originally launched in Great Britain in 2006 to great fan fare. Through the traditional marketing channels expected from the world’s largest beverage company, Coca-Cola made news and noise when introducing its sugar-free and calorie-free twist on its eponymous beverage.
Demand for Coke Zero started strong yet awareness of its nutritional content was surprisingly low. Research showed half of people surveyed didn’t realize the drink didn’t contain sugar. Ultimately, consumers weren’t clued in to the details about their new beverage of choice.
In 2016, Coca-Cola re-launched the product with a new name and a new taste. The Coca-Cola GB marketing team took this opportunity to step in and educate the marketplace, and did so in a back-to-basics way: an all-out, all-in sampling campaign that brought Coca-Cola Zero Sugar to the masses.
Perfectly Served Samples
Through a July brand marketing launch, complete with with television, radio, outdoor, digital and public transit promotions, more than 1,500 Coca-Cola activity teams took to 179 cities and towns throughout England, Scotland and Wales to give away “perfectly served” Coca-Cola Zero Sugar samples.
With a goal of educating 4.5 million UK consumers, the Coca-Cola Zero Sugar ambassadors showed up in bustling city transportation hubs, grocery stores and university fairs. The goal for each pour was to provide a genuine Coca-Cola experience by appealing to consumers’ five senses. With about 20 seconds for each interaction, the senses were tapped by:
- Sight: Receiving the beverage from someone with a smile, in a branded setting
- Touch: Drinking the beverage stored at the optimal 3 degree Celsius
- Sound: Hearing the popping of the tab and fizzing of the bubbles
- Smell: Acknowledging the distinct Coca-Cola aroma after the bottle was opened
- Taste: Enjoying the same great taste as Coca-Cola, but with zero sugar
After interacting with the brand ambassadors, samplers were encouraged to recycle their cans and contribute to Coca-Cola’s sustainable mission. In total, more than 4.5 million Coke Zero Sugar samples were served.
The most effective in-person brand experiences are amplified through online activations, with consumers sharing what’s happening on their social networks. The Coke Zero Sugar sampling tour included a mobile set up, which made its debut at the 10-day British Summertime Festival and offered fans an opportunity to create personalized animated images for social sharing.
The Value of the Venture
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