Jay-Z helps Coke pop its Cherry

Cherry Coke Zero, the latest addition to the Coke family, is a fruit-flavoured calorie-free soft drink which is only available in the United States.

The Coca-Cola Company wanted to create an eye-catching and youthful look for the brand. With this in view, it merged forces with rapper Shawn “Jay-Z” Carter and the design team of his “Rocawear” clothing label. Jay-Z was involved in all aspects of the marketing campaign, ranging from the design of the can – pink cherries with pierced centres sprinkled on a silver cityscape and black background – to the television advertisement featuring one of his songs. What’s more, Cherry Coke Zero debuted at an exclusive party thrown by the hip-hop icon during Fashion Week combined with the relaunch of Cherry Coke. The main objective of this partnership is to appeal more multicultural young consumers. That way, sales will increase and Cherry Coke Zero will be able to compete with its rivals Diet Wild Cherry Pepsi and Cherry Vanilla Dr Pepper.

Caroline De Bondt

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