Coca-Cola introduced fans to its new Coca-Cola Zero Sugar recipe and aesthetic last month, but the hype around what they are calling an “even more delicious taste” hasn’t come to a halt. Today, the brand will release its “Best Coke Ever?” full marketing campaign across the U.S. and Canada.
The updated Coca-Cola Zero Sugar, which previously launched on shelves across Europe and Latin America, will continue to roll out globally throughout the remainder of the year.
The new modern design by Kenyon Weston of London will be featured on all Coca-Cola Zero Sugar products. The updated packaging celebrates the iconic logo, beginning with the brand’s universally recognized red, with black script, signaling the Zero Sugar variety. The updated look is designed to build brand awareness around zero sugar and zero calories.
The campaign from Mercado McCann uses a rather quirky, interactive approach to market the drink. The campaign will focus on social and influencer earned media. Billboards, TV, out-of-home, bus stops, streaming audio, and digital will all be used.
A 15-second spot featuring a talking dinosaur quarreling with a falling asteroid on whether the new beverage is “the best Coke ever” is among three videos to air. Moments before the rock crashes, a parachute is deployed from the asteroid as it agrees to give the beverage a try.