The communication and creative strategies were inherently linked through “TheZeroMovement” platform. Armed with a secondary insight, that our targets rejects things that it feels are thrust upon them, we decided to launch with non branded activities and let the audience work it out.

Upfront activities = blogs, street stencils, coasters and posters that creatively challenge the status quo and signed off with www.thezeromovement.com . These tactics were so engaging, 27,000 people visited website pre branding.

ACNielsen described as most successful beverage launch in Australian history. Result based on achieving 10% household penetration; 90% awareness males 18-29 & 50% trial all within the 1st month. Impact reversed declining trend in soda consumption and delivered volume upswing across the Coca-Cola trademark as well as entire Coca-Cola Company.