A real movement necessitated a multi channel campaign. No grass roots movement has funds to launch a TVC for instance. Allowed us to infiltrate lives of audience; streets they live in, bars/clubs that they go to, and entertainment precincts (online & off) where they spend their time. Having surrounded them with non-branded messages, we replaced unbranded with branded, introduced larger formats and finally revealed the TVC through 25 television station simultaneous launch; an Australian first.

Launch the Coca-Cola Zero product into the Australian market , ensuring awareness & trial amongst a core group of 18-29 year old males and delivering volume sales, large enough to offset a macro decline in soda consumption.

ACNielsen described as most successful beverage launch in Australian history. Result based on achieving 10% household penetration; 90% awareness males 18-29 & 50% trial all within the 1st month. Impact reversed declining trend in soda consumption and delivered volume upswing across the Coca-Cola trademark as well as entire Coca-Cola Company.

The communication and creative strategies were inherently linked through “TheZeroMovement” platform. Armed with a secondary insight, that our targets rejects things that it feels are thrust upon them, we decided to launch with non branded activities and let the audience work it out.

Upfront activities = blogs, street stencils, coasters and posters that creatively challenge the status quo and signed off with www.thezeromovement.com . These tactics were so engaging, 27,000 people visited website pre branding.

Discussions with target delivered insight into the life-stage of the consumer and intrinsic attributes of the product. These guys feel trapped by consequences of adult life. They yearn for a life with zero consequences. Zero consequences lead directly into product - “Real taste, Zero sugar”. It also forms the basis of the creative and communication idea – “TheZeroMovement”.

Communication built to mirror growth of a real movement. “Underground” methods up front grew in the way a real movement would. Inverse media launch. Start small and unbranded then grow, rather than launch huge “advertising” spend, fail to connect and fade away.