National CPG Trial and Awareness Campaign

The Coca-Cola Company

Here's the story.

They wanted to launch the largest experiential trial program ever attempted for the company.

The product was Coca-Cola Zero.

With a large national team on the ground, we distributed over 15 million cans of Coke Zero to teens and young adults in close to 50 markets nationwide over the span of 49 weeks. The activation was a highly sharable experience with thirst-quenching gaming lounges and share-worthy photo ops. Teens who engaged on-site were directed to a laptop station where they could sign up on the cokezeroitspossible.com website and share ideas on what they could make possible in the years to come.

An online community was created to engage with the campaign and be a part of its evolution throughout the year. We took the online data and implemented the best ideas into the logistical plans in real-time. Word-of-mouth tracking was achieved by distributed special codes where people could choose to tell us about the conversations they had with Coke Zero.

This was our approach.

We created a new sub-brand called pronto! that shared some of the Barnie’s CoffeeKitchen® brand elements while maintaining its own story of convenience married with great coffee taste. This water-soluble coffee concentrate was distributed through individual packets contained inside the retail box.

Our involvement was complete, beginning with product concept development all the way through retail marketing and advertising, once distributed nationwide to big box stores.

The packaging was unique and custom-created by our team with vibrant color-coding for each product SKU for easy consumer recall.

  • Over 15 million teens sampled Coca-Cola Zero through our efforts over 12 months.
  • 4,000 event days activated in 48 markets nationwide.
  • 43,501 social media photos were shared via third-tier social media networks.
  • Over 5 million Twitter social media impressions.
  • Mobile experiences reached 6.8 million.