| 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
Coca-Cola Guess is a limited edition bottle, with a brand new design, which was used during a national sampling to activate consumers. People had to try to guess what’s inside the bottle and enter their guess on the dedicated promotional website where they could win prizes.
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