COCA-COLA GUESS

ClientCOCA-COLA
Category E01. Acquisitions
TitleCOCA-COLA GUESS
Product/ServiceBEVERAGES
Entrant McCANN BUCHAREST, ROMANIA
Idea Creation McCANN BUCHAREST, ROMANIA
Media Placement UM BUCHAREST, ROMANIA
PR McCANN PR Bucharest, ROMANIA
Credits
Name Company Position
CATALIN DOBRE MCCANN WORLDGROUP ROMANIA Chief Creative Officer
IOANA FILIP MCCANN WORLDGROUP ROMANI Executive Creative Director
JONAY SOSA MCCANN WORLDGROUP ROMANIA Creative Group Head
SIMONA SUMAN MCCANN WORLDGROUP ROMANIA Creative Group Head
MIRUNA MACRI MCCANN WORLDGROUP ROMANIA Art Director
SANDRA BOLD MCCANN WORLDGROUP ROMANIA Copywriter

The Campaign

To promote this new formula, we launched “Coca-Cola Guess”, an innovative blind test disguised as a national sampling. We created a limited edition bottle exclusively for sampling, with a brand new label, that can have inside either Coca-Cola original taste or Coca-Cola Zero Sugar Zero Calories.

Creative Execution

The Coca-Cola Guess bottle was distributed in a national sampling. People had to try the product, go to the dedicated website of the activation to check if they have guessed correctly. Each try brought them a chance to win a prize.

Results

500.000 people tried to guess in the first two months. The campaign contributed to 16% increase in Coca-Cola Zero Sugar sales vs. august 2016.

Coca-Cola Guess is a limited edition bottle, with a brand new design, which was used during a national sampling to directly engage with consumers.

In 2017, Coca-Cola launched a new formula for Coca-Cola Zero Sugar. Besides simply promoting the new formula with a classic national campaign, we decided to create an innovative national blind test. The campaign activated a 16-35 y.o target, teens & young adults, mostly urban