Coca-Cola Zero Sugar launch
Coca-Cola's biggest ever experiential campaign
The launch of Coca-Cola Zero Sugar is the brand's biggest new product campaign in a decade.
This year I delivered the biggest ever experiential camping for Coca-Colas launch of the new product Zero Sugar.
It took 6 months from concept to live date to deliver the biggest experiential concept we had ever created. Literally.
The concept was to make the new product the hero whilst also making consumers ‘first taste’ of the drink the trigger to start the experience.
At the heart of the campaign is a five metre tall replica of the iconic Coca-Cola Zero Sugar. The bottle is the first of it’s kind, never before has anyone been able to replicate a Coca-Cola bottle, filled with bubbling ‘Coke' liquid at this scale before.
6 screens surround the experience which are activated when a consumer holds their Coca-Cola Zero Sugar can in front of the screen. The can then triggers a 4 burst camera that captures consumers drinking the product for the first time.
A moving gif is created which is then sent to the consumers phone, shared on social media channels via the campaign hashtag and then heroed on the massive screens surrounding the bottle.
The contour bottle will tour the UK in the summer as part of a national sampling programme. In London, people will be able to try the new soft drink at events including Coca-Cola sponsored screenings as part of the Barclaycard Presents British Summer Time in Hyde Park and a pop up ‘Coca-Cola Zero Sugar photo booth’ at Camden Beach Bar.
