Insight
A drink so tasty you have to take it.
Coca-Cola Zero Sugar is soaring in popularity. And, naturally, when something gets popular, people do whatever they can to get their hands on it. Even if that means sneakily taking one from a housemate, co-worker, friend or family member.
With 40 per cent of people admitting to taking someone else’s food or drink, the irresistibly tasty Coke Zero Sugar was perfect to frame as something worth doing anything for.
Idea
Tempting the masses to take a taste.
Leaning into this playful taking behaviour, AKQA crafted a global platform for Coke Zero Sugar that encourages people to succumb to their temptations and #TakeATaste.
A series of socially-driven, experience-led communications and activations spur people to either sneakily take a taste of a Coke Zero, or protect their own Coke Zero from being taken by others.
To set the tone, a cast of characters inspired by retro cartoons and vintage heist movie introduction sequences were created. These characters’ playful personalities come to life in a series of mini animated films, posters and social assets. Each depicts a humorous heist scenario taking place inside the average fridge.
A series of diverse global influencers were recruited to amplify the phenomenon of Coke Zero’s being taken. Their organic posts fueled conversation on social, alongside a collection of remixed and bespoke memes, WhatsApp stickers and face filters.
After planting the seeds, Coca-Cola then responded to the bubbling online conversation with the ultimate form of fridge protection, the Security Can. This first-of-its-kind can of Coke Zero, which could be opened and drank like any other, was fitted with an in-built, motion-detecting security camera to catch any would-be thieves red handed.
Coke Zero then took ownership of the conversation by giving the audience permission to #TakeATaste of the product wherever they see it.
A range of interactive experiences also allowed people to win a taste of the drink, including a retro 2D level-progression mobile game, and an AR scavenger hunt mobile experience for trial on college campuses.
Impact
Refreshing the feel for a new generation’s tastes.
Coke Zero Sugar was placed at the heart of the online conversation by embracing a universal behaviour that people could relate to.
Through the various playful ways of experiencing and expressing what it means to #TakeATaste, Coke Zero took on a new flavour for a new generation.
