Cannes Lions

COCA-COLA LIGHT

MEDIACOM, Dusseldorf / COCA-COLA / 2006

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Overview

Entries

Credits

Overview

Execution

Big City Fever was aired right before the top-rated, trend-setting TV shows Sex & the City, Friends and Desperate Housewives, that young adults feverishly watch. Like the series’ protagonists Carrie, Rachel & co., Big City Fever icon Barbara Schoeneberger was philosophying about joy and hot topics in life. The Big City Fever minute matched these trendy TV shows in both style and substance. A perfect marriage!

Outcome

Big City Fever exceeded all expectations with “brand fascination” reaching a record 22%.More than one-third of the target were convinced that Coca-Cola Light was worth the price!

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