When you’re with family, friends and loved ones, you really don’t need much else. That is the emotional message articulated by the new Coca-Cola Zero Sugar advertising campaign for Europe, with which the company once again positions itself as a facilitator of moments of togetherness and placing its soft drink as a symbol of real connection.
The brand aspires to continue cultivating the feeling of belonging
Together with the agencies Uncommon Creative Studio and Studio
The idea is captured in an advertisement in which a young woman, bored with studying, chooses to join her friends on the street to enjoy a Coca-Cola Zero Sugar. The voiceover that accompanies the images reminds viewers that sometimes all you need is someone to remind you that you already have everything you need in the people around you. “When we have each other, it adds zero,” the narration comments, creating a parallel between the product name and the brand message.
“We know that many of the physical spaces that were once dedicated to young people no longer exist, and this may influence what the future looks like for them.” commented Javier Meza, Marketing Director for Europe at The Coca-Cola Company, through LinkedIn. “That’s why our new campaign encourages you to challenge negativity and recharge your optimism with moments of real connection.”.
He also assures that the new campaign raises a “new emotional platform” for Coca-Cola Zero Sugar, with which the brand aims to drive growth based on purpose.
For her part, Maria Villanueva Alba, Senior Marketing Manager of Coca-Cola Europe at The Coca-Cola Company, has stated that the brand’s intention is to connect with young people through lightness, meaning and optimism. “We know that Generation Z does not look to the future with the same ease or optimism as previous generations, but they still long for everyday moments with friends to recharge and feel more hopeful.”; he commented through LinkedIn. “Built from this perspective, ‘Add Zero’ celebrates the small shared moments that lift us up.”.
The creative concept, as he has pointed out, aspires to become “a lasting cultural idea“.
The campaign will have executions on television, digital platforms, social networks and outdoor advertising. It will also feature nfluencers and content creators, as well as live experiences. It will be developed over two major advertising waves in the European markets in which Coca-Cola operates.
