The Coca-Cola Company’s purpose is to refresh the world and make a difference – providing the brands and choice of drinks that people love. In doing so they are committed to giving people the best tasting no sugar Coca-Cola.

Marketing Challenge:

Recruit Aussies to try the new and improved Coca-Cola No Sugar (CCNS)

Objectives:

Launch a brand new and improved Coke No Sugar to further accelerate Coca-Cola's share growth of Colas.

• Grow Diet/No Sugar Cola category

• Increase Coke TM share of Diet Colas and grow CCTM

Awareness of a new CCNS recipe would never deliver the urgency to hit our trial targets. We needed a strategy that influenced not attitude alone, but behaviour.

Communications Strategy:

Spark a debate that drives trial.

What better way to spark debate than by provoking opinion with a single question: Best Coke Ever?

And to participate in the debate: You have to try it first.

Spark: We used scarcity to drive demand by providing early access to the reformulated CCNS to partners, influencers and PR. Allowing them to decide for themselves, ‘Best Coke Ever?’

Debate: We provoked dialogue across Australia as product hit shelves through broad reaching communications that asked all Aussies, ‘Best Coke Ever?’

…but to join the debate you need to try it first!

Trial: We used commerce to settle the debate by reminding Australians to try it first and decide for themselves, 'Best Coke Ever?'

To spark a debate that drives trial, we needed a partner with the power to launch a cultural conversation.

Enter Kyle Sandilands, Australia’s no.1 and most provocative radio host.

Spark: The first taste of the new Coca-Cola No Sugar was tasted LIVE on air, with Kyle declaring that this WAS the ‘Best Coke Ever’.

Kyle crashed every show across radio, podcasts and social media to share his exclusive stash and ask the question on everyone’s lips. ‘Best Coke Ever?’

Debate: We provoked the nation by launching our TV campaign during the AFL grand final; the highest rating program of the year. Extending over 16 weeks, complete with product placements and integration segments to give the debate public scale.

Trial: You can’t debate unless you try it first! We built behavioural triggers to remind audiences that “you have to try it first” through proximity OOH on path-to-purchase and shopper executions in-store.

We provoked a HUGE debate.

To spark:

• Kyle shared his stash with 86 difference celebrity guests and Australian identities

• Amassed over 235 live segments

• Across 23 different radio shows and podcasts

• Reaching 5.6 Million people Australia wide.

The Debate:

• Launched to 4.11 million people during the AFL grand final.

And drove trial in the 4 weeks since launch:

• +17% Vs LY CCNS sales

• +3%pts share of total cola category

Blowing our targets out of the water and proving the power of opinion and collective discussion.

The results are in, and Australia has settled the debate once and for all.

The new Coca-Cola No Sugar. Best. Coke. Ever.