I had thought that PepsiCo’s $3m 10 million can Wal-Mart giveaway of Sierra Mist Natural would take my top slot for ‘activation of the year‘ until I saw what Coca-Cola had done in Israel.
The ‘Coca-Cola Zero-Zone’ was built as a floating island in the middle of the Red Sea, designed as an urban street, offering a unique sampling experience to its visitors. ?The 400 sq metre ‘island’ was built about 100 metres from the shore on the northern coast of the Gulf of Eilat, and was accessible only by swimming to it or by shuttle boats. Once visitors arrived, they were rewarded with a sampling of Coca-Cola Zero. And then the party started.?
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