Coke launches $7m ‘Just Add Zero’ campaign
Coca-Cola is launching a $7m campaign to promote its Coke Zero product in the Australian market centred around the idea of “Just Add Zero”.
The campaign will run for seven weeks and began on January 19 across TV, digital, street sampling, out-of home proximity media, and point-of-sale. Woolworths will also feature an in-store promotion from February 19, offering a 1.25L Coke Zero for $1, redeemable with a Woolworths Everyday Rewards card.
“Our investment provides us with great opportunity to drive trial and awareness of Coke Zero and keep the brand at the top of the consideration list for Aussie beverage consumers,” said Angeline Lee, Coca-Cola Lights brand manager.
“The Coke Zero campaign is part of our ongoing commitment to provide choices that match our consumers’ lifestyles. In 2013, we spent 70 per cent more per case marketing Coke Zero than we do on marketing Coca-Cola.”
Coca-Cola’s media account is currently under review with Ikon Communications under pressure to retain it from challengers MediaCom, UM, Carat and Starcom.
According to the company, the “Just Add Zero” campaign has led to a 3 per cent growth in its sales value in grocery, and 4 per cent in independent convenience stores with 36 per cent increase in consumers more likely to drink Coke Zero.
https://www.youtube.com/watch?v=DrZ0P95rEQw
I get the creative idea behind Just Add Zero, just not sure coke zero is the drink of choice for partying on a rooftop at night…
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