80% of the millennials have never tried Coke Zero. The challenge was to create a campaign that would grab the attention of the ever elusive & uninterested millennial with one main goal: to drive trial. Coca Cola created advertising the people could drink. Each Ad became an opportunity for them to try Coke Zero. A drinkable advertising creates the illusion that you actually taste the campaign and that’s why they collaborated with Shazam, helping the audience enjoy a Coke Zero with the help of technology. By “Shazaming” the ad, viewers see Coke Zero pouring in the screen of their smartphones, filling a glass, which ends up into an actual free Coke Zero that can be redeemed on big retail stores across the US.
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