Short n’ Sweet
Ask: Develop a bold, attention-grabbing, social-first campaign that positions Coca-Cola Zero Sugar as the essential drink for meal occasions.
Problem: Coke Zero lacks it’s own identity
Target: Gen Zero - 18-31 year olds who are figuring who they are while battling anxieties and uncertainties.
Insight: Eating has nothing to do with food and everything to do with culture.
Strategy: Make Eating A Lifestyle.
PROBLEM
Unlike its sister sodas, Coke Zero lacks a distinct identity and fails to stand out on its own.
Released in 2005, to offer customers the Coca-Cola taste without the sugar or calories, Coke Zero is the youngest in the Coke family. And like most twenty year olds, it’s still figuring out who it is.
Coke Zero is Gen Z
〰️
Coke Zero is Gen Z 〰️
Beyond boomer
1916
Millennial
1982
and who better to talk to Gen Z than one of their own?
Gen Z
2005
GEn Zero
18-31 year olds who are figuring who they are while battling anxieties and uncertainties.
You rarely see them eating a regular meal…but you’ll always see them eating.
They speak their own language
“left no crumbs”
“she’s serving”
“this eats”
“i’m cooked”
“you ate”
“you’re frying me”
“body tea”
“he’s chopped”
the ask
Develop a bold, attention-grabbing, social-first campaign that positions Coca-Cola Zero Sugar as the essential drink for meal occasions.
But there’s just one problem…
Gen Z doesn’t do “meal time”
insight
Eating has nothing to do with food and everything to do with culture.
Gen Z is EATING
Just not in the way you think
Coke Zero can..
Strategy
Make Eating A Lifestyle.
eat down, drink up
Case Study Video submitted to Young Ones Competition
ooh
Coke Zero Sugar will show up everywhere Gen Z eats IRL. OOH spots near college campuses, in major cities, and on public transportation speak directly to the target, celebrating how they eat every day.
The messaging is real, relatable, and attention-grabbing-ideal for social sharing and easily scalable across locations and cultures.
influencers
When it comes to Gen Z culture, these influencers and celebrities have been devouring. Now let's help them wash it down with Coke Zero PR boxes and merch.
These partners will post co-created content tailored to their specific niche, putting Coke Zero at the forefront of the cultural conversations.
social
Coke Zero will feed the people's feeds, showing up in real time whenever Gen Z eats.
By reaching the audience directly, Coke Zero can interact, engage, and embed itself in cultural dialogue.