After launching in 1968, Coca-Cola has maintained its No.1 position in Korea. Additionally, since introducing Coke Zero in 2006, Coca-Cola has dominated 90% of Korea's zero-sugar soft drink market. However, in 2021, the demand for zero-calorie beverages with alternative sweeteners grew significantly due to increased health awareness among Koreans.

Coca-Cola's market share in the zero-sugar market declined due to its product philosophy. Unlike its competitors who launched various flavored beverages and established the perception of tastiness, Coca-Cola focused solely on the original taste without any added flavors, failing to attract customers who preferred more options.

The main objective of the client's brief was to reinforce Coke Zero's identity and regain its position as the leader in taste.

Through this campaign, we proposed strategies to enhance brand preference and brand reminders, aiming to extend product trials. We firmly believed that increasing product trials would inevitably result in repeated purchases.

In Korea, there is a well-known children's song called "Coca-Cola Massita", which translates into English as "Coca-Cola is Tasty". This song began as a nursery rhyme without any involvement from the brand, and its exact origins are still unclear. As a nursery rhyme, the lyrics that come after "Coca-Cola is tasty, if it's tasty, drink it again" may differ depending on the region. This song was typically used during childhood when playing with friends and making decisions and has become a beloved part of Korean play culture.

To counter the threat posed by various zero-calorie beverages, Coca-Cola sought to re-emphasize its original taste and sentimental value. Therefore, we decided to utilize the traditional Korean nursery rhyme "Coca-Cola Massita." Focusing on our core value, we found the intersection between the campaign idea and our model NewJeans - "Retro"

Accordingly, we planned a music collaboration with New Jeans and released a song containing the nursery rhyme - reinterpreted with the style of New Jeans.

As there are many banal collaborations in the market, we aimed to differentiate our campaign from others by mimicking NewJeans' approach to their fans. This campaign included various types of content such as music, music videos, performance videos, TikTok, shorts, and merchandise. By re-engineering the success formula of K-pop artists, we produced diverse content using NewJeans and were able to effectively interact with consumers.

The target audience for Coca-Cola Zero is young adults, specifically those in their early 20s to early 30s. In the Korean beverage market, where the zero-calorie beverage is expanding its market share, we actively targeted the young demographic who are open to new experiences and are trendsetters.

The campaign was designed as a branded entertainment content that consumers can enjoy and experience directly, rather than an advertisement delivered on one way. First, the soundtrack and music video were released through the official NewJeans channel. After that, to continue to gain buzz among fandom, a dance performance video was released with a lag, and short-form videos were uploaded to various platforms sequentially to continue viral momentum.

Meanwhile, Coca-Cola tried to attract fandom's attention to brands by dropping exclusive content such as BTS, which cannot be seen on the NewJeans channel, along with the release of TVCs through its owned media.

To promote our song, we used the same marketing methods as K-pop idols when they launch their new albums. We focused on content production and released our music on various streaming platforms, including Spotify. After that, we released the official music video on NewJeans' YouTube channel, followed by performance videos and dance challenge videos on different social media platforms to help spread the song.

Furthermore, as a two-track strategy, advertisements centered on the Coca-Cola Zero brand were exposed through TVC, outdoor billboards, bus shelters, bus and taxi exteriors.

After releasing the "Zero" music video, people began to spontaneously upload review videos, lyrics videos, and dance challenge videos. It's noteworthy that over 30,000 organic contents were created, and people consumed the song for social media challenges. As a result, the song quickly rose to the top of various music charts and the music video achieved No.1 spot on YouTube's trending list just one day after being released. The video has now been reached over 19.2 million views on YouTube.

The news media coverage and contents have encouraged people to talk about the Coke Zero campaign and unconsciously made them repeat the lyrics and advertising phrases.

The amount of positive word mentions related to Coca-Cola increased by 232%, and the number of mentions of 'Coca-Cola' in the Coke-related keyword increased by 86%. Coca-Cola has established new ways of connecting with consumers by incorporating entertainment as a vital element.