The Coca-Cola Zero launch campaign created the brand experience of an unexpected product: Excellent taste, but no guilt! In exactly this manner the product communicated to the target group and created room for discovering the brand and its benefits before the actual advertising launch. In a first step the downsides of life were brought up and solved at the same time in various channels, like street posters, YouTube, etc. but particularly on a specifically created internet platform called “Zeronistas”. Several online and outdoor features were provided to post men’s drawbacks without branding. In a second step the brand message was communicated by classic media (TV 30”, Radio 25”, billboard) and strong branding to activate the target group on a large scale.

The campaign worked out to overcome taste issues of a sugar-free product, build up a masculine image, generated trial use (10% conversion to monthly user, 30% to weekly user) and recruited teens. Sales forecast after two months was topped by index 140.