Coca-Cola has announced plans to relaunch the Coke Zero brand, nine years after its initial UK launch in 2006.
The new integrated marketing campaign ‘Just Add Zero’ will run from Monday (13 January) reintroducing the brand as well as putting it back on TV and to the top of the agenda in 2014 as the brand, which is the second best-selling brand in many markets, invests heavily in the light soft-drinks category.
The action-packed TV spot, directed by Nima Nourizadeh, introduces the brand’s new visual identity, a distinctive red circle, which will feature across all touch points including outdoor and POS activity and limited edition pack designs, supported with PR and digital.
“This is set to be a massive year for Coke Zero and we are confident that this campaign will help the brand take centre stage,” said Brid Drohan-Stewart, marketing activation director, Coca-Cola Great Britain. “We’re marking a new edgier direction with the “Just Add Zero” platform, which we believe is a life philosophy.”
The campaign itself is aimed at a new generation of young people who have emerged out of challenging times with a positive outlook. Drohan-Stewart explained: “For some people zero means nothing, but the “Just Add Zero” campaign shows that things get bigger, better, faster and greater when you add zero. ‘Adding zero’ gives you more: a visit to one country becomes an epic journey of 10, a group of 10 mates become 100, while a party of 100 transforms into a festival of 1,000.
“In the same way, Coke Zero gives you more great Coke taste with zero sugar and zero calories. This campaign speaks to people who share the same philosophy – the adventurers who always seek out possibilities in order to experience greater things.”
Shot in South Africa, the commercial aims to resonate with the brand’s target market by communicating the right attitude. The creative itself follows the ad’s protagonist through a series of situations where he experiences more by ‘adding zero’. His two sisters become 20 of their attractive friends; a party of 100 becomes a festival of 1,000, and so on.