The campaign for the sugarless version of Coke, created by the company’s in-house agency and featuring Bollywood actor Farhan Akhtar, convinces consumers that the drink tastes the same as Coke
BestMediaInfo Bureau | Mumbai | November 5, 2014
Coca-Cola India has launched its maiden campaign for Coca-Cola Zero, called ‘Taste it to Believe it’, featuring Bollywood actor Farhan Akhtar. As part of an innovative launch campaign strategy, two different pieces of communication have been introduced. One is a long format film released on digital platforms; the other is a 15-second intrinsic communication released on television.
The target audience for the brand is the young global Indian on the go, with technology at his fingertips. Hence, the strategy has been to build a communication most accessible to this demographic, yet delivering the core brand proposition of ‘Great Coke taste, Zero sugar’.
Speaking on the launch of the campaign, Debabrata Mukherjee, Vice-President, Marketing and Commercial, Coca-Cola India, said, “What makes Coca-Cola Zero unique is that it offers great Coke taste with zero sugar. But one has to actually ‘Taste it to believe it’ and this is what we are communicating through the latest brand campaign. Staying true to the authentic distinct character of Coca-Cola Zero, we decided on producing and premiering a special long format campaign on YouTube as that is the platform we see our core consumer connected with. Following this we have a short intrinsic film which invites consumers to experience the product and enjoy the classic taste of Coca-Cola in the new avatar”.
Mukherjee further said, “With this campaign our association with Farhan continues and we are happy to have him as the face of Coca-Cola Zero in India. Farhan represents the new global Indian, a well-travelled yet rooted individual who is confident of his choices. These attributed deem him a perfect fit for our brand.”
The ad has been conceptualised by Coca-Cola’s in-house agency and has been produced by ESP Films. Commenting on the film, Vineet Gupta, Producer, ESP Films, said, “Coca-Cola Zero is an international favourite that has already created quite a stir in the Indian market. Hence, we wanted a campaign that retains its international aura and gives the Indian audience a campaign of global standards. The product is the hero and hence, it is aimed at highlighting the same. Making a film especially for YouTube was quite an interesting experience, since it speaks to an audience across demographics. Having Farhan Akhtar spearheading the campaign elevated the entire film, and I hope the consumers enjoy the film as much as we liked making it.”
The online film, which went on air on YouTube on October 27, starts with an introduction on how Coca-Cola wanted to convey to its consumers that Coca-Cola Zero has the same great taste. In order to make people believe this, the brand wanted consumers to see it for themselves, because ‘seeing is believing’. So, a small surprise was planned for consumers in a multiplex.
The video shows people purchasing Coke cans before entering the movie theatre. The moment they go inside, they see the man at the counter who had just served them, on the screen. The man tells them how both Coca-Cola and Coca-Cola Zero taste the same, but no one believes him. The man then goes on to reveal his true self, and consumers get surprised to see that behind the disguise is Bollywood actor Farhan Akhtar. He insists that they take a sip from their Coca-Cola cans and then slowly take off the wrapper around the can. To everyone’s surprise it is not the usual Coca-Cola, but the Coca-Cola Zero. In the end, Akhtar is seen entering the theatre and meeting the audience.
According to Farhan Akhtar, “Coca-Cola Zero to me is the perfect symbol of the new Indian. Young, global, aspirational and at the same time classic at the core. These are attributes that define the new global Indian and as a brand that’s what spoke to me. Coca-Cola has always been synonymous with innovative marketing and the idea of doing a film specifically for YouTube was very exciting. The digital space is seamless and as an actor knowing that my work is reaching viewers across the globe is quite fulfilling. Additionally, as a consumer, I enjoy the product immensely and one of the main factors driving this is that Coca-Cola Zero doesn’t compromise on the classic taste despite having zero sugar. The campaign translates this simple quality into a beautiful film and I thoroughly enjoyed being a part of it.”
Coca-Cola Zero adds to the hydration and refreshment choices available to the consumers in India.With the launch of Coca-Cola Zero in India, the brand is now available in all the top 6 markets of The Coca-Cola Company, the others being USA, Mexico, China, Brazil and Japan. Coca-Cola Zero is one of the 17 billion dollar brands of The Coca-Cola Company in revenue terms and is one of the fastest to this milestone. It was first launched in 2005 and is now available in 149 countries including India.