Coca-Cola Zero Sugar #TakeATaste

EssenceMediacom UK,, JCDecaux

Client: Coca-Cola

Coca-Cola is iconic but faced a challenge with Coca-Cola Zero Sugar (CCZS). Despite its excellent taste, CCZS needed to grow their existing Gen Z audience, who were increasingly trialing emerging brands. The goal was to make CCZS as loved amongst Gen Z as Original Taste is to its established audience.

We needed to make the jump from media prompt to grocery trial short and immediate. For this we launched the #TakeATaste campaign to drive trial by using out of home, tech, social media, influencers, and retail to surround Gen Z in layers of communication - all leading to trial. We used cutting-edge AR technology allowing users to interact with DOOH through their mobiles, serving a coupon for a free CCZS in local Tesco stores. The strategy was twofold: visually captivating media with user-friendly interfaces, and enticing consumers to trial in store. Results surpassed benchmarks fivefold, outperforming like-for-like redemption records by an astonishing 17 times, and eclipsing the all-time redemption record by an impressive 2.5 times. Amongst Gen Z a whopping 57% who saw the ads said they would choose CCZS over other carbonated drinks compared to 34% saying the same amongst a non-exposed audience, showing the effectiveness of the campaign.