How do you convince millions of Australians to say "yes" to a new taste?
You could try and explain the flavor, but nothing actually compares to taking that very first sip. This was the challenge the
In its biggest-ever sampling campaign, the brand marketing team set out to distribute 2 million samples out across Australia.
“The proof is really in the pudding,” said Marina Rocha, group marketing manager, Coca-Cola. “We knew people would need to get their hands on it and try it for themselves. Trial of the product was very, very crucial from the beginning. "
Billboard Serving it Up
On bustling Pitt Street in the heart of Sydney, Coca-Cola installed what looked like a normal sign. But by shouting the word “YES!” into the panel, a free bottle of ice-cold Coke No Sugar.
“At the beginning, people thought that screaming 'yes' at a random panel was a bit weird,” Rocha said. “But once people actually started doing it, they actually attracted people around them and encouraged them to do it themselves. People would stop walking to wonder what on Earth was going on.”
What’s That? The Sound of Free Samples
“It works like a QR code, but with audio. Their technology is incredible,” said Rocha. “When you Shazam the spot, it picks up the 'Taste of Feeling' remix.”
Thirsty in the Winter
A different challenge for Rocha's team was getting cold beverages in the hands of people who are also, well, cold. While Coke normally runs promotions when the weather’s warmer, the team needed to find a fun way to get the word out about Coke No Sugar during the Australian winter.
She added, “People were just so happy, and really surprised by the taste of it."
In addition, Foodora and Menulog’s food delivery services top eight restaurants in Melbourne and Sydney will have free Coke No Sugar with their orders.
Kelly Rowland Coming to You (Facebook) Live
The crown jewel in the Coca-Cola No Sugar sampling campaign was the launch event, a surprise performance by singer Kelly Rowland. Though she’d been in Australia for months for the current season of "The Voice", Rowland hadn’t actually performed live.
Coke nabbed her for the launch of Coca-Cola No Sugar, but didn’t tell anyone in advance. “We didn’t really promote that she’d be there. We kept it relatively secretive,” said Rocha. “We told people to come down to Parramatta to see what we were launching for the first time, with a special guest. When we announced who it was, people lost it. The crowd was loving it.”
“It was totally unexpected, we didn’t know it was going to happen,” said Rocha. “Liaana was super-excited, and she wanted to show Kelly she could sing, and she had a beautiful voice!”
Samples were delivered with the help of friends and fans via Facebook Live. Comedians Lana Kington and Madison Lloyd of SketchShe buckled up to take a road trip from Northmead, picking up singer Tom Jay Williams and gamer ChampChong for a few laughs en route.