Coke Zero has launched its latest marketing campaign, including a TV and cinema commercial, display advertising and a holiday give-away.
Just Add Zero was launched during the Australian Open Men's tennis final, and is part of Coca-Cola Amatil's renewed focus on the low calorie beverage.
Lucie Austin, marketing director, Coca-Cola South Pacific, said "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 percent 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."
The Just Add Zero campaign is trying to communicate with consumers that adding zero can completely change an experience.
"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," Austin said.
"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 commercial, shot in Buenos Aires, will be aired on TV and in a 60 second cinema edit, and will be supported by ads on billboards, buses and street furniture. Sampling activations will also take place during University O-Weeks, in licensed venues and in high traffic public places.
Coke Zero is also giving away a holiday for 10 people to spend 100 hours in Las Vegas with $1,000 spending money.
Earlier this year Coca-Cola launched another campaign, focusing on its low calorie beverage options. The ad details Coke's efforts to remove its soft drink products from American schools in favour of juices and water, and flags the launch of smaller, portion-controlled sized cans of drink, set to hit US supermarket shelves by the end of 2013.
It received a bit of backlash though, with a satirical version released soon after, slamming the company for misleading its audience by implying certain Coca-Cola's products can form part of a healthy lifestyle.
Red Bull also used the Men's tennis finals to launch a new ad campaign, which includesa 60 second TVC featuring several top athletes including Australian surfer Julian Wilson and space-jumper Felix Baumgartner, sharing stories of how the brand helped them realise their dreams.