Without daring. Without script. Without sugar.
The new campaign of Coca-cola India communicates what Coca-Cola Zero means, but without Coca-Cola Zero. The idea of Ogilvy India converts the audition of a handful of actors for an advertisement in the announcement itself, focusing intelligently on a Recognizable experience globally.
The campaign consists of a main audiovisual piece that includes the selection processes of a series of actors and actresses for a spot that then turns out to be. In an improvisation exercise, the interpreters carry out daily actions such as responding to a phone, playing a video game or drinking a zero coca-cola.
This is only cited verbally by the casting coordinator, located outside, but the result is so evocative that spectators can almost savor the soda.
In this way, the brand is committed to a Minimalist approach that simply shows the experience that the product gives to consumers, but that distils the essence of Coca-Cola Zero, of the brand and the concept of magic that the company has been building in recent years under the “Real Magic” platform.
In addition, in the background, the campaign subtly transfers that Coca-Cola Zero has zero calories and, therefore, would barely drink anything in terms of caloric intake.
“In all geographies and generations, Coca-Cola is known for its flavor and iconic character, and Coca-Cola Zero for its delicious flavorless flavorR ”; said Greishma Singh, Vice President of Marketing of Coca-Cola India, according to Branding in Asia. “This campaign is based on the simplicity of an ingenious idea to give life to the delicious taste of a zero coca-cola without the slogans or the usual direct messages … without even showing the product”
“We made accounts that the greatest inspiration is in the name Coca-Cola Zero”, He commented, meanwhile, Sukesh Nayak, Chief Creative Officer, Ogilvy India.“ With that zero spirit, we design a campaign that simple and effectively shows the impact of Zero without teaching the soda ”.
In addition to the video, the campaign also includes pieces of outdoor advertising They show photographs of the moment in which the actors simulate enjoying the drink, on completely white funds.
