Title | COCA-COLA GUESS |
Brand | COCA-COLA |
Product/Service | BEVERAGES |
Category |
A01. Fast Moving Consumer Goods |
Entrant
|
McCANN BUCHAREST, ROMANIA
|
Idea Creation
|
McCANN BUCHAREST, ROMANIA
|
Media Placement
|
UM BUCHAREST, ROMANIA
|
PR
|
McCANN PR Bucharest, ROMANIA
|
Credits
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.
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 engage consumers 1-2-1. The limited edition bottle itself is a new media channel which promotes the new formula of Coca-Cola Zero Sugar.
Insights, Strategy and the Idea
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