"Best Coke ever?"
Coca-Cola was launching 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 restraint aside in communication, making a bold statement capable of enticing consumers to try it so they could compare and contrast, debate and decide, whether or not what they're having is actually THE BEST COKE EVER.
In OOH, Print, social, TV, OLV and additional fun digital content, this launch campaign urges everyone and everything to join in on the conversation, motivating them to wonder if what we're witnessing is a ¨before and after.¨ Ironically, without falling into any advertising formulas to do so.