Last year, the Coca-Cola Company ran a remarkable campaign to promote its Coke Zero. The campaign started with a series of seven video clips which were posted on file-sharing websites, YouTube and cokezero.com. In the ads, two flagship brand executives tried to convince real lawyers on hidden camera to sue their Coke Zero co-workers for taste infringement. Shortly after, similar TV and radio commercials were aired.The Coca-Cola Company came up with this idea because it wants soda drinkers to associate Coke Zero with Coke Classic, as its calorie-free version, and not with Coke Light. After all, Coke Zero is aimed at young male Coke Classic drinkers who want a healthier alternative and not at female diet freaks. Therefore, the company particularly used non-traditional media, like the Internet, where it can connect better with the brand’s target audience.
Caroline De Bondt
Article: http://www.nytimes.com/2007/03/05/business/media/05adcol.html?_r=1&fta=y
Video clips:
http://nl.youtube.com/watch?v=mrJ9hrAAeIU&feature=related
http://nl.youtube.com/watch?v=pv8YgrqUCVU
http://nl.youtube.com/watch?v=YS7qO8O5jLs&feature=related
http://nl.youtube.com/watch?v=qy4-zcGgxeI&feature=related
http://nl.youtube.com/watch?v=5D2fNmsLjfE&feature=related
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