The Coca-Cola Company

Ogilvy & Mather *Lead Agency

Corinna Falusi, Chief Creative Officer
Milton Correa, Creative Director
Adam Tucker, President
Jones Krahl, Creative Director
Nicole Pinochet, Executive Group Director
Marissa Guerra, Account Supervisor
Ami Moore, Executive Producer, Digital Production
Jordan Saletan, Director, Technology Management
Patti McConnell, Executive Producer
Colin Mitchell, Worldwide Head of Planning

Bossa

SME

MJZ

Starcom

Coke Zero was a decade into its US career, and had made little progress. Despite its considerable taste and zero-calorie advantages, 85% of the target hadnt tried it. Yet about half of those who do try it, like it. So our challenge was to drive game-changing trial of a drink that everybody thought they knew, and had essentially dismissed. The difficultly of re-igniting interest years after a launch is considerable; we needed a spectacular demonstration of the products best qualities to achieve liftoff. Drinkable Advertising was our solution, and it became the most successful sampling campaign in the brands history.