Thursday, July 2, 2015

Coke Zero: Drinkable Ad

Coca Cola turn to innovation and creativity to hype Coke Zero in a sense that you wouldn’t expect! It’s not the sight, nor the sound, but the taste that is promoted on their latest campaign, creating a “drinkable billboard”!

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Coca Cola in collaboration with Ogilvy & Mather introduced a new way of handing out samples of their product, installing a billboard that shoots out soda into a public drinking fountain through a large straw.

Coca Cola erected this piece of originality in the city of Indianapolis, Indiana, USA in April 2015 when sponsoring the National Collegiate Athletic Association (NCAA) Men’s Division Final Four Tournament and where my favourite soda flowed through 4,500 feet of straw to nonchalantly spell out the words “Taste It.”
The liquid travelled from the bottom of the billboard to a sampling area with six fountain spouts where avid Coke lovers can taste, sample, and possibly savor the famous drink.
The mechanism of the billboard comprised of 75 valves, 4 high-pressure liquid pumps, and a total of 16 sensors that combined together to allow liquid and air to push through the plastic tubes to give the impression that the straw is emptying.
From there, an entire campaign was developed that you can literally drink, whether it’s on billboard, on telly, printed, or even on radio!
The drinkable advertising creates the illusion that you actually taste the campaign and that’s why they worked with Shazam, helping the audience enjoy a Coke Zero with the help of technology.
By “Shazaming” the ad, viewers see the beverage pouring in the screen of their smartphones, filling a glass, which ends up into an actual free Coke Zero that can be redeemed on big retail stores across the US of A. This concept worked whether they were at home, at a concert, or even among thousands of people!
And in the case that there was only sound, like a radio spot, they were still able to use Shazam, listening to the sound of the Coke Zero pouring into the glass, earning their free drink. Even a tweet that poured Coke Zero was enough to bring a Coke in people’s hands, and that’s how the whole campaign turned into a creative idea to promote an already popular product.

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This campaign was executed with everybody in mind. This was seen by the fact that both traditional and online media were used, targeting an audience that encompasses people of all ages, reaching everyone that either loves Coca Cola, or simple is intrigued by such a creative campaign and the way it was presented to them. Whether they used Shazam to claim their drink, or came across the “drinkable” billboard, the campaign created widespread interest, proving once again the power of experiential marketing!
As Coca Cola says, “next time you’re thirsty drink an ad!”

On Tuesday, I was in PJ’s Merchant Square to evaluate a CC speech #10 at the Friendship Toastmasters meeting. Needless to say, the speech was disappointing and the speaker wasn’t even around to hear her evaluation. Oh well…
Otherwise, a decent meeting overall. I was voted Best Evaluator – perhaps my honesty clinched it! A 3 over 10 score.


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