COLA
Vouchers
Coca-Cola was phasing out their soft drink, TaB, and replacing it with “Coke No Sugar No Caffeine”. So, the client wanted to creatively phase out TaB while launching Coke No Sugar No Caffeine & inspiring people to try the product ?
COCA
We wanted to incentive people to trial new Coke No Sugar No Caffeine, we created virtual scratch card vouchers with TaB packaging on it; when you scratch the card, you literally scratch TaB out and reveal introduce Coke No Sugar No Caffeine, which they could redeem in-stores. Our creative highlighted that there’s a new drink on the block, and that Coke is “Tab’ing out”, whilst also communicating that they were still Getting the same great taste with Coke No Sugar No Caffeine. So, we created hype around it and put it to the test.
Solution
As an activation stunt, we wanted to tease the reveal of Coke No Sugar No Caffeine, by a live countdown to the last TaB in South Africa, on a microsite that would amplified on social media platforms and DOOH.
Activation
Our OOH communicated that Coke No Sugar No Caffeine was replacing TaB, through both a lifestyle and product approach.
Out Of Home
Our programmatic banners would target online users on food and shopping sites, and we’d reward with a free Coke No Sugar No Caffeine when they add it to their cart. Sampling
We wanted the sampling to be interactive and really speak the magic of new Coke No Sugar No Caffeine. So, for food courts, we created cups with TaB branding that would change to Coke No Sugar No Caffeine branding when filled.
Sampling For In-store, we created "drinkable posters" that have a tap to encourage on-the-go trial.
Programmatic banners
