Coke Zero campaign
The whole campaign about the "Coke vs
Coke Zero" idea :
viral campaign for Coke Zero played to that
theme by suggesting that the company's
executives were so angry over the drinks'
similarities they were considering suing their
coworkers for "taste infringement".
• The integrated campaign ran in a range of media:
• Tv, poster, bus shelter, radio http://www.suezero.com/index.jsp, prints,
truck wrap, internet
The campaign targeted at young men and
get them involve in the interactive website
with some fun games to play such as:
-sue the friend who copy their taste
-unlock the secret of the new formula
They even put the idea futher by
demonstrating the “stop coke zero” in the
The Coke sue themselves because of taste
infringement was the original way to raise
awareness and curiosity of the target market.
“coca-cola has really never spoken to me in the last 15 years however
I've been taken by surprise by this fine viral idea of company foolery”
“It is not a typical Coca Cola commercial, which makes this one so
unique. I liked it, because it made fun of all these people that try to sue
each other for all kinds of stupid stuff. Way to go.”
“This is a joke, Coke is owned by the same people who make Coke
Zero. They wouldn't sue themselves.” Whitehatcrazy
• General speaking, the campaign was quite
• However, almost media were still traditional so not
really impressive to the target market
• As the largest soft drink company and the most
recognizable brand worldwide, Coke could have done
more to impress young men who love new modern
• And one solution is applying new technology in the
campaign. By doing so Coke Zero will freshen a their
image become a fashionable brand.
Lumalive light emitting
• In the mean time, Phillips has just released their
Lumalive light emitting technology by the end of
• Philips Lumalive is a totally new communication
medium to convey emotions and messages.
• It creates a positive spirit and boosts the energy
• The colorful dynamic animations on textile products
like garments makes an unexpected striking
Philips Lumalive is
Makes the fabric come alive while retaining it’s textile look & feel
Presents animations and scrolling text on textile objects
• Full color
Displays your message or animation in vivid colors
This revolutionary technology can transform textiles into living-
displays or billboards that display text, animation or visuals.
• “Boost Products are introducing a groundbreaking concept based on Philips
Lumalive technology, which will enable businesses to attract the attention of
customers, clients and other target groups in an exciting, direct and distinctive
• “Lumalive garments are now ready for commercialisation. …. These light
emitting textiles make it possible to create clothing and household fabrics that
can carry dynamic messages, graphics or multicoloured surfaces, and that can
change their appearance to enhance a mood or situation.”
• “We wanted to convey that in future, people will wear clothings such as
a jacket that will display ad graphics or data information.”
• “I can imagine having parties where everyone has one of those shirts.
A visual explosion of colors to the beat of the sound. Changing the
color or images depending on the size of the group, the heart beat (for
the love birds under you), images visualizing the stress level (that one
is for me) and many more thing come to mind.”
• Coke zero will appear as a dynamic, modern
and full of energy brand with lumalive lighting.
• The new and impressive technology lumalive
could also make people remember and talk
about it. So by making people chatting about
the cool technology, Coke zero will be in their
conservation too. And word of mouth will work
very well for them.
Some possible ideas
Some possible ideas that Coke could have done if they
apply this technology in their campaign:
• Launch the product in the promotion event
Brand and product awareness
They can create dynamic full-color content, including
text, logos, icons and animations trend-setting outfits
for models wearing in the events.
( more personal to the customers)
Call to action
Sampling & Sales
Coke zero will achieve maximum reach and
immense impact, especially in high-end fast-moving
environments. In-store, on the street, out clubbing,
sports events or trade fairs, everyone is touched by
the magic of colorful, dynamic Lumalive content.
Or they can even organise big events like
• Artistic performances
All the outstanding features of
this revolutionary technology
make it a perfect medium for
Coke Zero to approach their
target market and to be a brand
stand out from a crowd.
Applying this technology may
cost huge amount of money but
budget is not a big problem with a
big brand like Coke.
It is really worth investing
because it will give Coke a whole
new dynamic youthful image
Lumalive technology will distribute an exciting new
communication medium in the world of brands,
promotions and events in the near future
The success of the video, placed on YouTube,
where there are over 2 million views and around
5000 ratings, shows that Philips Lumalive really can
make a difference.