OVERVIEW
Our campaign revolves around the powerful concept of ZERO to make Coke Zero a top-of-mind beverage choice for college football fans.
OBJECTIVE
Prompting all beverage drinkers to think the word ZERO when they buy beverages and when they watch college football games
TARGET AUDIENCE
College Students, Alums & their Families
Those who watch the game in the stadium
Those who watch the game at home
Key Findings from Survey
A random sample size of 166 drawn from the US population
Which of the following beverages have you purchased in the past month?
Almost half of the respondents purchased Coke Zero in the past month - making it the most popular Coca Cola product among the three options.
It proves that Coke Zero has a solid customer base, in alignment with the impressive reported growth in Coke Zero’s volume sales.
Which Coke alternative resembles the taste of regular Coke the most?
45% of the population agrees that Coke Zero tastes better than Diet Coke, pointing to a flavor profile that is closer to regular Coke. By contrast, only 13% of the population prefers the taste of Diet Coke.
This finding helps us clarify our goals: consumers don’t need us to educate them about “why Coke Zero is the best Coke ever.”
They just need a little nudge and reminder to try Coke Zero, and then they will fall in love.
Social Media
Instagram Takeover
Series of weekly takeovers with Zero-themed hashtags. We want to encourage followers of the Big Noon Kickoff Instagram account to share pictures with the hashtags for a chance to be featured in one of their stories.
Social Media Video
Our video for social media revolves around the concept of “ZERO awkwardness” where Coke Zero serves as a point of connection between two strangers that are enjoying the Big Noon Saturday game.
Tactics - Big Noon Kickoff
AI-generated
For those in the game:
Place a Zero-themed slot machine with the winners receiving a free Coke Zero. To win, the person must get three 0’s in a row. The Big Noon Kickoff presenters will play the slot machine during the show.
For those at home:
QR code is displayed during the show for people at home to play a digital version of the slot. Winners get the chance to be selected for Coke Zero discount coupons (we control how many people get coupons)
Feature a well-known figure (Ex: Coke Zero's spokesperson or prominent figure in football) interacting with fans, creating engaging videos, and then, unexpectedly, revealing themselves.
Tactics - Big Noon Saturday Game
For those in the game:
We will be launching a Zero-themed stand with Zero flavored popcorn (No sugar) and other collaboration products like mixed non-alcoholic drinks with Coke Zero, and limited edition Fox Sports x Zero cans.
Example: Virgin “Cuba Libre” (Non-alcoholic Rum and Coke Zero)
We will have an in-person slow motion video opportunity for people in the game to share on socials. We will also integrate a 'Real-time Interaction' feature, where fans can send cheers messages, and be captured on the stadium's big screens with Coke Zero filters.
BIG NOON KICKOFF X COKE ZERO CANS
BIG NOON KICKOFF X COKE ZERO CANS
These commemorative cans will be sold in the Zero-themed stand. Each one has the picture of a different Big Noon Kickoff anchor. This presents an opportunity for organic product exposure since the anchors can hold their respective cans during the show.
GARRETT’S X COKE ZERO
Zero-Sugar Coca-Cola Flavored Popcorn
Big Screen “Glitch”
Scoreboard will turn to all 0’s to gauge audience’s attention before displaying a message for Coke Zero.
Success Measures
In collaboration with: Hanson Harihan Maria Paula Aguirre Thomas Zheng Emma Wang