Coca-Cola is encouraging Gen Z consumers to "take a taste" of Coke Zero Sugar in a new digitally-led campaign that revolves around the idea that the product is so irresistible, you need to protect it  from would-be thieves.

Building on its "Best Coke Ever" campaign, which launched in 2021, the global effort consists of social and digital-first executions. The first phase involves sending selected influencers a special limited edition "Security Can" of Coke Zero Sugar that contains a hidden camera so they can catch people taking it. Following the video, Coke will release a series of animated films, out-of-home, games, social filters, posts and more that push the Coke Zero brand. 

The initiative was created in partnership with WPP OpenX, led by AKQA & Ogilvy, with visual identity and design elements (leaning heavily into the red and black brand colors) developed by British illustrator Jack Teagle.

"We’ve all experienced the scenario: we open the fridge, in anticipation of enjoying our favorite drink, only to realize that someone else has beaten us to it and has taken that irresistibly tasty Coca-Cola Zero Sugar for themselves," claimed Oana Vlad, senior director of global strategy for The Coca-Cola Company. "Our evolved ‘Best Coke Ever?’ platform for 2023 explores this predicament across digital and social content – working with global content creators and influencers; out-of-home assets; and through innovative sampling and creative experiences all built around the campaign hashtag #TakeATaste.”

"Igniting shared experiences around the ‘Take A Taste’ platform, we believe we can bring together a like-minded global community of Coca-Cola Zero Sugar lovers in a fun, light-hearted way, that truly celebrates its great taste," she added.