Marketing Weblog: Coca-Cola Zero builds loyalty and makes fun of its detractors all around the World

I am not a firm defender of International Marketing Campaigns. They usually obey more to cost savings than marketing principles, and usually come up with too vague messages that do not hit national audiences.

There are however, some notorious exceptions that make me reconsider my opinion. The wordlwide campaign that The Coca-Cola Co. launched with Coke Zero is indeed one of them.

The Worldwide campaign is based on two Tongues that are questioned by an Eye because they are drinking Coke Zero. The Eye points out that it is neither a Coke nor it has its flavor. And the Tongues make the former look like stupid for, how can an Eye know about flavors? Once they have made their point, the core message is stressed again: “Real Coke, Zero Sugar”.

2. They have been able to identify a message and copy that work throughout the World.

The first point is absolutely key but is usually not considered by Marketing Directors and Agencies: The Marketing Mix for Acquisition and Loyalty differs signficiantly. The attributes valued by potential and existing customers are different, and so should the USP transmitted in the campaigns.

In this case they cover two points relevant for existing customers: Their need to be reassured that the product tastes like real Coke, and a criticism of those detractors they are dealing with.

All combined with universal symbols (everybogy gets the point of the tongues versus eyes) and the use of fun for making the advertsiment more catchy and relaxed.

The result is a fantastic campaign that reassures the existing customers, makes fun of those criticizing the product and is an invitation for laggards to join the Zero Revolution.

PS: Comments, thoughts and perceptions are very welcome. Is the ad available in your country? How is it perceived?

PS2: Compare this advertising campaign with the tradicional one used for acquistion (see video above) . Comments are also welcome.

Comments

Hi Nacho,
here in Belgium I've just seen the latter advertising campaign that, from my point of view, underlines well that the main target of the new products are men=> After your explanation I looked at the previous coca-cola light campaigns and it is true that the key message is always: 0 calories=> you can drink it even if you are on diet!

Hi Aristotele. Hadn´t thought about the ad being targeted for men, but you could indeed be right about it:

- Coca-Cola Light for women
- Coca-Cola Zero for men

The main point though to me is that it is mainly oriented to a very specific target group, being the core one existing customers that need to be reassured on their choice.

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