Reasons Behind The Coke Zero ‘Drinkable’ Advertisement Campaign Being a Major Success
Although Coke Zero has been around for a long period, the ad
campaign of 2015 added a new layer to the product. Coca-Cola showed the world
how to use technology to make ad campaigns more interactive and exciting. There
were quite a few reasons the multi-channel ad campaign was a major success.
Figure: Coke Zero
Drinkable Ad Campaign (Danny, 2021)
Interactive Nature of
the Campaign: Coca-Cola has been at the top of its game for more than a
century, and feats like these prove why. Before the drinkable ad campaign, the
world had not seen such a mixture of digital marketing and traditional
marketing efforts to promote a product. It was not just a simple advertisement
that informed people about the offerings. The advertisement literally pulled
people towards interacting with the ad. By scanning codes from the internet or
by using shazam to track the sound of the advert to redeem a free coke zero,
Coca-Cola made sure that the customer enjoyed the whole process. Because of the
exciting and new way of presenting ads, customers felt more inclined to try out
redeeming a free coke (Danny, 2021).
Providing Free Cokes:
It is human nature to yearn for things that are free. Most people are ready to
try something new, even if it is not their favorite, if it is offered for free.
Coca-Cola offered one free cone zero to each of the people who redeemed the
code through different methods, including tv adverts, mass advertising on
stadiums, billboards, or even radio adverts. As people were intrigued to try out
the new item, the fact that one could have a free coke zero by redeeming the
code really helped the cause (Danny, 2021).
Unique Use of Technology:
In the past, there have been outlandish marketing campaigns by many companies (Alvee,
2021). For instance, Pepsi spent more than 5 million dollars on their
promotional campaign where they traveled 17 different places around the world
on the fastest jet available at that time. However, the advertisement did not
pay off as people could not really connect with the promotional campaign.
However, coke zero’s campaign is simple to understand from the customer’s point
of view. All they have to do is redeem a code from one of the multiple sources
and then go to the closest retail store to redeem the product. Apart from the
product, the whole process was very interesting. The use of digital technology
to promote a product is not new, but the way Coca-Cola virtually made a
‘Drinkable-ad.’ made everyone very intrigued. They were somewhat forced to try
the new offering because of how unique the whole campaign was.
Use of Social Media: Not
only was the ad campaign restricted to the television, stadium, or radio
boundaries, but it also rolled to the social media sphere. Customers could
redeem the code from Facebook ads of coke zero as well (Alvee, 2021). The posts
were boosted by Coca-Cola so that they would reach mass people within a short
period. Even if somebody could not avail of the offer because of their geographic
location, the advertisement created a unique impression in their mind. In
short, Coca-Cola made a global impression in the minds of the people and showed
them how strong Coca-Cola is as a brand.
References
Alvee, M., 2021. 10 Successful Digital Marketing Campaigns
From Coca-Cola - Incredo. [online] Incredo. Available at:
<https://www.incredo.co/blog/10-successful-digital-marketing-campaigns-from-coca-cola/>
[Accessed 29 October 2021].
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