Coke Zero Sugar Launch Sampling Tour
Coca-Cola came to us to develop a tiered mass sampling program for their launch of the NEW Coke Zero Sugar (the “best Coke ever” that also had a new package). This program needed to be able to be integrated into larger experiential activations (like the Coke Zero 400), be scalable to allow for a range of sampling options, and ladder up to the campaign “The Best Moments deserve the Best Coke Ever”.
BRAND SAMPLING EXPERIENCES
Tier 1: A 20x20 engaging and interactive brand experience designed to accommodate high sampling traffic while celebrating the Best Coke Ever campaign
Tier 2: A scaled version of the experience for smaller regional or bottler events. These experiences can be shipped as an activation toolkit for local execution
Tier 3: Mobile sampling extensions to amplify the core brand experience and extend trial opportunities beyond the footprint
Experience Elements
Regardless of the engagement we move forward with our footprint will have all the basic, block-and-tackle experience elements to drive trial and build brand love.
The Best Moment Ever Captured
When it comes to the first time our guests try the new Coke Zero Sugar formula, we want that memory to live amongst the greats. Which is why, as part of the sampling experience, we’ll create an epic, in-the moment photo-op that captures the EXACT moment they first taste Coke Zero Sugar. A photo-op complete with all the fanfare, confetti cannons and wind machines the best first taste ever deserves.
The ideal backdrop for the BEST MOMENT EVER CAPTURED is one that creates theater and excitement for the attendee but with low lift in terms of tech or set design.
BACKDROP
We’ll lean into the hyperbole of the campaign by giving traditional stadium or festival settings an adventure movie-esque glow up.
An epic moment in the stands when the home team scores the winning goal and the crowd goes wild.
The epic concert moment when you’re crowd surfing to your favorite band playing your favorite song.
AND A LITTLE EXTRA DRAMA
Set pieces at the front of the photo opp add dimensionality. While confetti cannons and wind
machines dial up the drama at the exact moment fans take their first sip.
Photo Op
Production Details
Each footprint will have two photo-op moments.
An evergreen campaign moment
A contextually-specific moment—sports or music—that we’ll swap out based on activation location.
Art Direction
While each moment will feel unique, there will be common stylistic elements to create cohesion.
Each backdrop will:
Embrace the color, wit and hyperbole of above-the-line campaign
Include the incorporation of KOZS products and VIS in delightfully surprising ways
To do this we’ll work with an illustrator to help bring our backdrops and set pieces to life.
Sensorial Elements
We want to make sure that at every event and surrounding every backdrop we add a bit of Wonka-esque fun and hit on the senses that will make these moments stick in guests head (and to their taste buds) having them craving Coke Zero Sugar again and again.
