COCA-COLA is set to re-launch its zero sugar and zero calorie drink, COKE ZERO, nine years after first launching in the UK in 2006. “Just Add Zero”, which launches exclusively on Monday, is the new integrated marketing campaign that the brand hopes will boast its sales again.
The new ad campaign shows the protagonist navigating a series of situations where he experiences more by ”adding zero.” Adding ‘zero’ to his two sisters produces 20 of their attractive friends, while a party of 100 people becomes a festival of 1,000. The twist in the plot comes when the protagonist’s romantic interest turns the perspective on its head and gets more by adding zero – from one hot guy to 10.
Bríd Drohan-Stewart, Marketing Activation Director, COCA-COLA Great Britain comments: “Now we’re marking a new edgier direction with the “Just Add Zero” platform, which we believe is a life philosophy.”