Coca-Cola Zero™ is debuting a first-of-its-kind marketing campaign during the NCAA Men's Final Four in Indianapolis, Indiana. Those who are “open to try” the delicious and refreshing zero-calorie taste of Coke Zero will have numerous avenues to try Coke Zero.
The most literal manifestation of Coke Zero's drinkable advertising campaign is a 23,000-pound, 26-by-36 foot drinkable billboard located at March Madness Music Festival in White River State Park in Indianapolis. For sports enthusiasts, that means the billboard is about the same height as two-and-a-half basketball hoops or three power forwards. The billboard appears to magically dispense ice-cold Coke Zero from a massive contour bottle through 4,500 feet of straw tubing that spells out “Taste It” before carrying the caramel-colored liquid to a free sampling station on the ground.
Additional drinkable campaign elements will include:
Drinkable Interactive Mall Kiosks – We're turning a simple Kiosk into a drinkable experience at Circle Centre Mall in downtown Indianapolis. By “Shazaming” the ad, a phone becomes a straw that people can then use to “drink” the liquid on screen. Once the bottle is empty, the user will receive a code to redeem for a free Coke Zero at an exclusive vending machine, located on the first floor of the mall at the Washington and Illinois Street entrance.
Vending Machine Mascots — No need to approach these vending machines — these vending machines will approach you! Throughout Indianapolis, people dressed in what appear to be authentic Coke Zero vending machines will randomly reward passersby with free Coke Zero…and some entertainment.
“This campaign is based on the simple insight that many people think they know the taste of Coke Zero, but they actually don't,” said Racquel Mason, Vice President, Coca-Cola North America. “Drinkable advertising is an innovative approach to removing barriers and making it ridiculously easy for those who are open to try Coke Zero to enjoy it in fun and unique ways.”
