Coca-Cola Zero Sugar has uncapped a global campaign titled "#ZeroWords" designed to challenge and encourage Gen Z fans to interpret the taste of Coco-Cola Zero Sugar with digital stickers and gifs across their own social platforms, without using any words.
Recognising the creative and expressive nature of Gen Zs, the brand capitalised on this insight to release a collection of animated digital stickers, with designs ranging from exploding hearts, disco dancers, to kiss marks. The brand hopes that Gen Z fans will be able to utilise these stickers and bring to life the "indescribable yet deliciously effervescent" taste of its Coco-Cola Zero Sugar. In addition, complimentary Coco-Cola Zero Sugar products will be given away through free product sampling opportunities, and social challenges that are rewarded in free product trial moments.
In Singapore, the brand is working with different local content creators who can show and inspire others to express themselves with zero words whenever they tasted the drink. According to Coco-Cola, it hopes to invite more people to also try and taste its zero sugar drink. Meanwhile, on the global scale, the brand has gathered non-verbal creators to interpret its taste in a series of visual films, with no words, that will be launched on their social platforms. MARKETING-INTERACTIVE has reached out to Coca-Cola for additional information.
"We're excited to have the Gen Zs try out the great taste of Coco-Cola Zero Sugar and have them interpret how its taste is too good for words. We are looking forward to the creative visual interpretations that these young people will come up with in this latest #ZeroWords campaign," Rina Surya, marketing director of Coco-Cola, said.
Separately, Coca-Cola recently rolled out its Coca-Cola Starshine drink in Singapore, Malaysia and Thailand with a unique packaging design featuring stars against a backdrop of galaxy pink bodied cans. The launch of the Starshine drink will be supported by a digital-first marketing campaign, including a partnership with global popstar, Ava Max. The campaign will be led by an AR concert on a Coca-Cola experience that can be accessed via Coca-Cola Creations' microsite, or by scanning a Coca-Cola Starshine can or bottle.
It also created a pixel-flavoured drink that will launch in the metaverse first before heading to physical retial stores. Coca-Cola described the Zero Sugar Byte as the first Coca-Cola flavour to be born in the metaverse, which will bring the flavour of pixels to life in a limited-edition beverage that transcends the digital and physical worlds.
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