Coke Zero’s communication effort was to build on the equity of “making the impossible possible” which is true to what the brand promises (having that real Coke taste with zero sugar).

 

 

As part of Coke Zero´s strategy, the brand needed to develop two key actions along the year. We called the first one “Coke Zero Challenges” and it hast to engage with teenagers. The second one was “Metallica in Antarctica”, a shocking experience published as a case on my website.

 

 

If teenagers spend most of their time in the digital world, it was pretty obvious that we should take the brand to that world.  By creating a viral video campaign, we invited six celebrities and challenged them with six almost impossible challenges.

 

´TIME HAS COME TO FACE THE CHALLENGE´