The Coca-Cola Company

Ogilvy & Mather *Lead Agency

Colin Mitchell, Worldwide Head of Planning
Patti McConnell, Executive Producer
Jordan Saletan, Director, Technology Management
Ami Moore, Executive Producer, Digital Production
Marissa Guerra, Account Supervisor
Nicole Pinochet, Executive Group Director
Jones Krahl, Creative Director
Adam Tucker, President
Milton Correa, Creative Director
Corinna Falusi, Chief Creative Officer

Bossa

SME

MJZ

Starcom

Our challenge: drive game-changing trial of Coke Zero - a drink everybody thought they knew, and had essentially dismissed. But people are constantly asked to try new products, and such invitations are easily ignored. Whats more, the difficultly of re-igniting interest years after a launch is considerable; we knew that we needed an immersive experience of the Brands best qualities to achieve liftoff. Drinkable Advertising was our solution, literally putting a Coke Zero into the hands of our audience at every touchpoint. It became the most successful sampling campaign in the brands history.