Cannes Lions

COCA-COLA ZERO

McCANN ERICKSON, Madrid / COCA-COLA / 2012

Presentation Image
Presentation Image
Film

Overview

Entries

Credits

Overview

Execution

Our objective: To demonstrate that Zero Coke has the same flavor as the original. The idea: to demonstrate people they are not capable of distinguishing between the two of them. How? Making a “swap” in three different moments: in a cinema, in a well-known restaurant where you eat in darkness, and in the vending machines of a languages school of Madrid. The way of changing, concealing or camouflaging the Zero Coke was different, but the result was the same.

Outcome

The Swap was an immediate success. It was viewed more than 1.5m times on YouTube, with 450 comments generated.

More than €1m in Buzzmedia.The online campaign reached a 0.46% CTR rate, which doubles market average (0.20%).The Swap generated so many searches on Google that even today it remains the 8th result when you type in Coca-Cola Zero on Google.As a consequence of the success that the action had, brand's awareness grew by 7% according to TBCA tracking (Millward Brown tracking system).And above all, the most important thing is that during the second semester of the year, brand's sales grew by double digits (12%). Source: Coca-Cola Sales department.

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