Coke Zero - "Coke vs Coke Zero (290 sec)" by ANDY Awards 2008
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Coke Zero - "Coke vs Coke Zero (290 sec)"
- Brand: Coke Zero
- Country: United States
- Advertiser: Coca-Cola Company
| Title | Coke vs Coke Zero (290 sec) |
| Agency | Crispin Porter + Bogusky |
| Campaign | Coke vs Coke Zero - Coca |
| Advertiser | Coca-Cola Company |
| Brand | Coke Zero |
| Posted | April 2008 |
| Business Sector | Soft Drinks, Tonics |
| Philosophy | What would happen if one brand were able to sue its sibling brand? Lawyers would be involved and, as this campaign for Coke Zero proved, their opinions would vary. In Crispin Porter + Boguskys humorous campaign for Coke Zero, imposters posing as Coke Zero management posed the legal question of taste infringement to unwitting real-life lawyers. The series of legal consultations, conducted separately with individual attorneys, created some memorable dialogue. We want to sue them (Coke Zero) back to the stone age, exclaims the one actor/Coke brand manager. Its a novel theory, says a more cautious lawyer. Its like suing yourself, observed another. Yet a third was quite emphatic and offered two predictions: Youll be humiliated. And youll be fired. The campaign used outdoor, internet and viral video to expand the effort beyond TV spots. At CokeZero.com visitors could Sue a Friend. Billboards invited consumers to call the toll-free number 1-877-Sue-Zero and join the phony class-action suit against Coke Zero. Coca-Cola also seemed to tap into Americas cultural interest in litigious matters which helped the campaign garner national media attention. As the campaign was in progress last year, Alex Bogusky, vice chairman and executive creative director at Crispin, told The New York Times advertising columnist Stuart Elliot, Were playing with the Coke equities in a way that makes you think about Coke Zero differently: not as a diet product and more associated with the taste of Coke. |
| Media Type | Case Study |
| Length | |
| AI Description | The advertising campaign, titled "Coke vs Coke Zero," humorously explores the innovative notion of a brand internally suing its new product sibling for 'taste infringement.' Using real lawyers and actors posing as Coke executives, the ads capture live discussions about this fictional lawsuit. Hidden cameras reveal funny, skeptical dialogues with lawyers when asked to legally oppose Coke Zero’s likeness to regular Coke. The ad is filled with satire, utilizing exaggerated billboard messages and the concept of a phony lawsuit. Interactive elements included directing viewers to a website where they could 'Sue a Friend' for 'taste infringement,' featuring the number 1-877-Sue-Zero for comedic effect. The visual aesthetics incorporate modern, realistic captures and blend them with humorous undertones to engage viewers. |