The Coca-Cola “Drinkable Advertising” campaign was a creative and refreshing way to promote their sugar-free beverage.The campaign aimed to encourage people to try Coke Zero by making it an interactive and memorable experience. It leveraged the concept of drinkable ads—allowing consumers to taste the product directly through various channels.
Campaign Overview
The Goal :
Get people to try Coca-Cola Zero in a fun and interactive way.
The Idea :
Turn their advertisements into something you could actually drink!
The Execution :
Coca-Cola partnered with different advertising formats to create “drinkable ads.”
Billboards : Imagine a giant billboard with tubes shaped like “Taste It” spelling out Coca- Cola Zero. These tubes would be filled with the drink, and people could access it at a sampling station below.A 23,000-pound drinkable billboard was installed at the March Madness Music Festival in Indianapolis.The massive billboard featured a 26-by-36 foot contour bottle that magically dispensed ice-cold Coke Zero through 4,500 feet of straw tubing.The tubing spelled out “Taste It” before leading to a free sampling station on the ground.
TV Ads : While watching TV, viewers were encouraged to use the Shazam app (a music identification app) to “Shazam” the commercial. This would virtually “pour” Coca-Cola Zero onto their phone screen (of course, not literally!). People could then redeem a coupon for a free Coke Zero at participating stores.
Magazines and Flyers : Some magazine ads and flyers had special coatings that, when peeled back, revealed a straw. Underneath? You guessed it – Coca-Cola Zero!
Radio : Even radio got in on the action. Coca-Cola used sound effects to create the illusion of pouring a Coke Zero, and listeners could redeem a coupon based on a special code heard in the ad.
Stadium HD Video Boards: Similar to the TV ads, drinkable videos played on HD Video Boards in Lucas Oil Stadium during the NCAA Men’s Final Four. Spectators received mobile coupons for free Coke Zero, redeemable at retailers.
Impact and Results
High Engagement : This interactive campaign grabbed attention and encouraged people to try Coca-Cola Zero in a unique way.
Social Media Buzz : The campaign went viral, generating positive buzz and online discussions. Increased Sales : By making it easy and fun to try the product, Coca-Cola Zero likely saw a boost in sales.
Lessons Learned
A little humor can go a long way in marketing. Even small improvements can make a big difference. You can use online reviews in creative ways to promote your product.
