Coca-Cola Advertising LGBT

Coca-Cola Zero Sugar remakes First Taste, old man Hadley's bucketlist adventure


By John McCarthy, Opinion Editor

January 12, 2018 | 3 min read

Coca-Cola Zero Sugar, formerly Coke Zero, has unveiled a UK TV campaign showing an elderly man breaking free from his retirement home. After taking his first ever sip of the beverage, he wonders about all the other things he hasn’t done.

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Mr Hadley attends a pride festival

Nicolas Coster stars as Mr Hadley and heads up the first of a series of uplifting ads from the ‘First Taste’ campaign, urging people to give Coca-Cola Zero Sugar a try.

Mr Hadley, embarks on an adventure, telling an old flame he loves her, before being promptly rebuked. From here he gets a tattoo, joins a biker gang, visits a pride festival and takes a bold divebomb into a pool.

The TVC will run from Monday 15 January and will be supported by activity across OOH, digital and PR.

Aedamar Howlett, marketing director at Coca-Cola Great Britain, said: “Coca-Cola Zero Sugar is one of the fastest growing brands in our portfolio. This year, to continue our focus on encouraging people to try the drink, which has the same great Coke taste with no calories, we have re-developed a fantastic, heart-warming advert.

“The campaign brings to life the concept of those “bucket list” moments that universally resonate with people. We want to build on the success we have had to date reminding people of what makes it so special”.

The ad is a soft reboot or homage to Wieden + Kennedy Amsterdam’s 'First Taste' ad that rolled out in 2006. Coster also starred in that, although back then the product being promoted was Coca-Cola rather than Coca-Cola Zero Sugar.

The new brand represents Coca-Cola’s biggest product investment for over a decade.

It comes during a time of change for the brand, with Diet Coke having been completely relaunched in North America via a host of new flavours and packaging, in order to make it more attractive to younger consumers.

Watch the ad in The Drum's Creative Works below.

Coca-Cola: advert-body-3 by McCann Europe

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