Coca-Cola Zero – The Swap


Insights, Strategy & the Idea
What did this action involve? When consumers asked for their regular Coca-Cola before going into the cinema, we would serve them Coca-Cola Zero to prove to them that it tastes the same, but without sugar.
This low-cost action not only enabled us to provide our target with a product trial in a highly memorable way, but also offers us the chance to turn the action itself into an audiovisual element for Internet use. Making the most of the investment by reaching many more people.
Creative Execution
How were we going to execute this? We introduced a cardboard cup of Coca-Cola Zero in a larger cup, also made of cardboard, of regular Coca-Cola. Once the spectators were settled in their seats and the trailers began prior to the feature film, they would see a large Coca-Cola logo on the screen and they hear a voice explaining that we had given them Zero instead of Regular and that, while we are sure they will like it just as much, if they would still rather change it, we would give it to them free, plus a tub of popcorn for their trouble.
Results and Effectiveness
On the way out we invited people to try any Coca-Cola. 96% accepted this invitation and 43% chose Coca-Cola Zero.
Also this low-cost action not only enabled us to provide our target with a product trial in a highly memorable way, but also offered us the chance to turn the action itself into an audiovisual element for Internet use. Making the most of the investment by reaching many more people.

Advertising Agency: McCann Erickson Madrid

General Creative Director: Leandro Raposo
Executive Creative Director: Monica Moro/Pablo Stricker/Pablo Colonnese
Copywriter: Mikel Echeverrìa
Art Director: Juan Josè Ocio



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