Coke Zero: Break Up

The advert titled Break Up was done by GREY COPENHAGEN advertising agency for Coke Zero (COCA-COLA company) in Denmark. It was released in the June 2008. Business sector is Non-alcoholic drinks.

Credits:

• Agency: Grey, Copenhagen
  Advertiser: Coca-Cola Company
  Brand: Coca Cola Zero
  Country: Denmark
  

  Tagline: Real taste, zero sugar

  
  

  In 2006 the Northern European market for carbonated soft drinks (CSD) was in worrying decline, but the sub-sector of light soft drinks was still growing, especially within the cola category. Perceived as a feminine brand, Coca-Cola light was experiencing fierce competition as men increasingly turned to competing brands with more masculine overtones. Coca-Cola needed to created a macho brand in order to maintain and grow its share of light colas and to avoid losing the young male sector. Coca-Cola zero was the answer.
  
  The key concept was “Life as it should be” - unlimited enjoyment with zero compromise and no negative consequences, aimed at 18-29 year-old men concerned for their health, image, masculinity and waistlines. They dream of a better life – being richer, having hotter girlfriends and succeeding in fulfilling their childhood dreams.
  
  Thanks to a communications strategy based on three key principles, to quickly generate attention, build awareness and encourage frequency of use, Coca-Cola zero grew to double the target set for it in Germany and exceeded the target by 38% in Denmark, while unit sales in Germany and Denmark, and Coca-Cola share overall, grew significantly.