Coca-Cola has kicked off a new social-first campaign to promote the launch of its latest product, Coca-Cola Zero Sugar Zero Caffeine, positioning itself as an evening friendly alternative to other Coca-Cola beverages.
Promoted under the brand platform ‘It’s never too late for a bit of joy!’, the new campaign will launched with what the soft drink giant claims to be the ‘first Insta musical’, named ‘That moment when’.
The made-for-social musical takes its inspiration from famous Broadway shows of the past, emulating their choreography, catchy numbers and glamorous casts.
Four specially made showtunes can be viewed by Coca-Cola fans straight from their living rooms, with each one celebrating evening relaxation – reinforcing the new beverage’s brand positioning as an evening-friendly soft drink alternative.
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“Through our new campaign, we wanted to show Coca‑Cola fans that ordinary gestures, such as closing the laptop or kicking off your shoes after a long day, are in fact, real-life moments of magic. Micro-celebrations which act as a signal to start enjoying the evening ahead of you,” Coca-Cola Great Britain marketing director, Louise Maugest said.
“We know how busy our consumer’s lives are, and time is precious, which is why we believe it’s never too late for a bit of joy.”
72andSunny Amsterdam senior creative Guillaume Roukhomovsky added: “Musicals are sacred, but there is no textbook when it comes to making an Insta Musical.”
“We just knew we had to land somewhere between the classic musical everyone loves and social media uncharted world, and not knowing exactly where that might be, nor how to get there, this was the thrilling feeling that pushed us to create something truly new, and unseen.”
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