Coke Zero goes guerilla and viral

Hong Kong - Coke Zero has launched a guerilla sampling campaign with mascots dressed up as eyeballs and the tongue parading the streets of Causeway Bay and Mongkok aimed at increasing trial rates among young adults aged 21 to 29 years.

The campaign developed by McCann Erickson includes an outdoor bus shelter execution that will kick off this Friday.

Karen So, GM Hong Kong and Macau for Coke China, said the Coke Zero launch was a great success with about 74% of consumers aged 12 to 49 tried the product.

According to Euromonitor, Coke Zero sales reached $24 million, a 0.2% share of the carbonated beverages market.

To reach out to more consumers this year, the beverage company has also tapped on e-Crusade to leverage interactive portals such as a Coke Zero group on Facebook as well as a dedicated site to launch a TV spot exclusively on the web.