Coke Zero says ‘adding 0 gives you more’ in new integrated campaign + TV commerical via Host

A new Coca-Cola Zero campaign, launched this month during the Australian Open Men’s tennis final via Host, turns the idea that 0 means nothing on its head.

Says Lucie Austin, marketing director, Coca-Cola South Pacific: “For some people 0 means nothing, our campaign will show that adding 0 gives you more; 1 idea to 10 ideas, 10 mates to 100 mates, 100 possibilities to 1000 possibilities.

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“Television is epic in scale and we’re taking this reappraisal of what 0 means to the masses. Coke Zero is a modern cola icon, which warrants an edgier and sexier campaign, above and beyond its established ‘zero sugar’ positioning.

“The centerpiece of the campaign is a brand manifesto film, shot in Buenos Aires. The film-treatment used brings the aspirational and shared possibilities of the Coke Zero brand to life in a powerful cinematic experience.”

The campaign film will be seen on TV and in a 60 second cinema edit, supported by out of home on billboards, buses and street furniture. Just add Coke Zero will be brought to life from film to online via Shazam and a promotion offering 10 friends the trip of a lifetime, for 100 hours in Las Vegas, with $1000 spending money.

The soundtrack to the campaign comes from uber-cool DJ and producer, Diplo. He is the founder of music collective Hollertronix and the record label Mad Decent, as well as a 2013 Grammy nominee for Producer of the Year. The new track featured in the campaign film is called “Set it Off.”

To reinforce the mainstream positioning, sampling activations will take place during University O-Weeks, in licensed venues and in high traffic public places. Great things will also be on offer for those who ‘Just Add Coke Zero’ in mainstream favourites, Subway and McDonald’s.

Says Austin: “For us this campaign isn’t just about refreshing the Coke Zero brand, it’s also about our ongoing commitment to provide choices that match our consumers’ lifestyles. In 2013 in Australia, we will spend 70% more per case marketing Coke Zero than we do on marketing Coca-Cola. Consumers can choose from our ever increasing portfolio of low- and no-calorie beverages, as well as our regular beverages in smaller portion sizes.”