The new campaign will run over six months on cinema, TV, outdoor and digital advertising, and centres on the depiction of real-life situations and ideals, tapping into the psyche of the brand’s target male 20-something consumer.
Outdoor and digital elements add weight to the campaign, driving relevance and recency throughout the year. Developed by Grey Kobenhavn, the first of three bursts of large-format outdoor creative will be unveiled mid-April across the UK.
The digital campaign, devised by Glue, translates the TVC execution into multiple 15-second ‘The Impossible Made Possible’ scenarios to appeal to the brand’s young, male audience. The campaign aims to reach more than 45% of Coca-Cola’s core male target across key passion points online. Consumers can also grab their own slice of ‘The Impossible Made Possible’ action by downloading exclusive content from ‘Coke Zone’.
Cathryn Sleight, marketing director for Coca-Cola Great Britain, said: “This campaign has been designed to create a fresh dialogue with Coke Zero drinkers, new and old. The tongue-in-cheek humour woven into this campaign reinforces the message that the impossible – such as great ‘Coke’ taste, zero sugar – can happen. The additional bespoke elements ensure recency and cut-through among the core target audience, reinforcing the position of Coke Zero within the ‘My Coke’ trilogy.”
Source: The Coca-Cola Company
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