Cannes Lions

COKE ZERO

CRISPIN PORTER + BOGUSKY, Miami / COCA-COLA / 2008

Awards:

1 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Everyone knows that diet colas don’t taste like the real thing. So how do you convince a skeptical world that your new, zero calorie drink actually tastes like Coke? In this hyper-litigious society, there can only be one answer: you file a lawsuit for taste infringement. Or at least have some fun with the notion by hiring two actors to play Coke brand managers, who’ll recruit real attorneys to support their lawsuit against Coke Zero. Then you turn the whole thing into one big integrated campaign that gives consumers a refreshingly honest look at a huge company like Coke.

Execution

We created a law firm, Covet & Yourminy, to spearhead the Taste Infringement class action lawsuit against Coke Zero. Anyone who filled out their claim on the C&Y microsite was sent a direct mail package that included a personalized taste kit. The kit contained a certified letter from C&Y lawyers, a C&Y insulated beverage sleeve (koozie) and a coupon for one Coke and one Coke Zero, to verify that victims were adequately confused.

Outcome

To date we've received over 20,000 taste confusion claims.

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