CLIENT
Cadbury Schweppes Americas Beverages, Inc.
Allison Wrobel, Associate Brand Manager
Shaun Nichols, Advertising Manager
Randy Gier, CMO
Steven Jarmon, mktg. Resources Coach
Tony Jacobs, VP
Kelli Freeman, Dir.
AGENCY
Maggie Dukes, Account Coordinator
Whitney Cavanagh, Account Coordinator
Jennifer Kohl, COO
Debbie Casey, Sr. Account Dir.
Robert Douglas, Account Dir.
Gigi Gordon, Associate Dir.- PR
Cohn & Wolfe
SUMMARY
The "Go For Zero" campaign helped to nationally re-launch Diet Rite as the original and true diet soft drink. Diet Rite capitalized on the insight that diet/health-conscious women read labels and want zero - they don't want to make any sacrifices. Our creative executions leveraged the Diet Rite zero point-of-difference and communicated that only Diet Rite has zero calories, carbs, caffeine, sugar, and sodium - in seven delicious flavors. The "Go For Zero" campaign grew baseline volume and increased Diet Carbonated Soft Drink segment, but also within the entire CSD category.
