Marketing: Zero launch makes history

Coca-cola’s biggest brand launch in over twenty years is being supported by what some are calling the largest FMCG launch activity in recent history.

The launch campaign for Coca-Cola Zero, started last month, is being accompanied by a PR campaign, as well as television, outdoor, online and press advertising. There will also be extensive targeted sampling activity.

The majority of the advertising spend has been on outdoor advertising, primarily on high streets and near supermarkets, convenience stores and bars.

Although Coca-Cola Zero was launched in Australia earlier in the year, the brand’s first on-trade launch was planned for the UK. The campaign, therefore includes bar runners and tent cards. In addition, Coke Zero’s packaging has been designed to feature UV inks, adding to the product’s visibility in bars.

The campaign has been devised to ensure maximum exposure of the brand to its  target audience of young men.

The advertising is based around the idea of “the great  things in life, without the downsides”. This resonates
with the product’s “great Coke taste, Zero sugar” message.

In keeping with the targeting of young males, the adverts include messages such as “girlfriends without the five-year plan” and “mobile phones without the dodgy ring tones.”

The television commercials have been directed by Damien O’Donnell, with the digital executions developed by digital agency Glue.

© db August 2006