OVERVIEW

The launch of Coca-Cola Zero Sugar marks the brand’s most significant new product campaign in a decade. As the graphic designer on this project, my creative team and I developed the largest experiential campaign Coca-Cola has ever executed for a product launch.

Our concept was centered around making the new Coca-Cola Zero Sugar the star, with the consumer’s first taste serving as the catalyst for an immersive experience. At the core of the campaign was a five-meter-tall replica of the iconic Coca-Cola Zero Sugar bottle, a groundbreaking installation that authentically replicated the look of a Coca-Cola bottle filled with bubbling 'Coke' liquid on an unprecedented scale.

Surrounding this impressive installation were six interactive screens that engaged consumers as they held their Coca-Cola Zero Sugar cans up to the screen. This interaction activated a four-shot camera sequence capturing consumers’ reactions as they tried the product for the first time. We then created a moving GIF of these moments, which was sent directly to their phones for sharing on social media, using the campaign’s hashtag, and was also displayed on the large screens encircling the bottle.

The contour bottle toured the UK during the summer as part of a national sampling program. In London, people had the chance to try the new soft drink at various events, including Coca-Cola-sponsored screenings at Barclaycard Presents British Summer Time in Hyde Park and a pop-up ‘Coca-Cola Zero Sugar photo booth’ at Camden Beach Bar.