Coca-Cola
"Best Coke ever?" - Global Product Launch
Coca-Cola summoned us to launch the new Coca-Cola Zero Sugar globally. And the starting point was clear: It's Coke. It's new. It's improved. With better taste and more refreshing... it's got it all (except sugar). So such a big leap in product justified leaving all restraints aside in communication, making a bold statement capable of enticing consumers to try it so they could be the ones to compare and contrast, debate and decide, whether or not what they were having was actually THE BEST COKE EVER. This 360° campaign (OOH, print, social, TV, OLV and additional fun digital content) urged everyone to wonder and experience a major ¨before and after.¨ Ironically, without falling into any marketing formulas to do so.
¨Best Coke ever?¨ – Coca-Cola
Best Coke for Meals & Breaks - Coke Zero Launch
Best Coke for Meals & Breaks - Coke Zero Launch
Gaming (respawn) - Coke Zero Launch
Streaming platforms - Coke Zero Launch
Digital & Social (like and share) - Coke Zero Launch
"For everyone"
The campaign “For everyone¨ was born twice in the history of the brand, from two very different crises: Argentina's 2001 economic depression and the worldwide Covid-19 pandemic. In both cases, finding a way to share a message of optimism –simply and beautifully– through packaging alone.
These following spots launched at a time when we were all going through the same, yet at the same time, each of us was experiencing it in a different way: some were scared, some were hopeful, some were at home sharing every meal as a family and others were nowhere near theirs and longing to reunite.
By resignifying perhaps the most iconic commercial in Coca-Cola's history, the brand represented, accompanied, and paid tribute to everyone hoping to feel once again what being together around the table had always felt like.
For everyone - Meals
"For everyone" (Father's Day)
While 2020 saw a father's day like no other, Coca-Cola still found a way and reasons enough to celebrate with all of them.
