CLIENT
Netherlands Heart Foundation
Mariella Maandag, Communications Advisor team 6-minuteszone
Paul Huguenin, Managing Director team 6-minuteszone
David Verschoor, Former CEO Marketing, Partnerships & Communications (up to 2022)
AGENCY
Derek Van der Vlugt, Strategy & Creative Director
Ruud Van der Knaap, Former Managing Director (up to june 2023)
Bijl PR
Marjoleine Van Klaveren, PR & Communications Officer
Initiative
Machiel Verkuyl, Strategy Director
StudioM (former Weareblossom)
SUMMARY
Our successfull campaign integrated Coca-Cola Zero into a music video featuring top Italian artists, creating unique brand-related entertainment. Targeting existing Coca-Cola Original Taste consumers and rivals' buyers, we aimed to increase sales by 23%. The results were outstanding: 124+ million YouTube views, 114+ million digital streams, and national news coverage. Influencer activity reached 24 million contacts, PR added value of 343,000, and summer social conversations about Coca-Cola rose by 452%. Sales increased by 23% YoY, and market share grew by 2.3%, making it Coca-Cola Zero's strongest summer in 4 years.
