We had to change the perception of CCNS, making it cool & great tasting for teens. And we had two clear barriers: Coolness and taste. For a fresh positioning we needed a fresh perspective.
The question became: What does coolness taste like for teens?
Taste is so much more than sugar / no sugar. Taste can be a metaphor, a mindset, a trend. And we saw an opportunity: To position the taste of CCNS as aspirational, beyond a flavor, an attitude.
And the taste of saying NO when it comes to teens, has a peculiar edge.
That's why with CCNS, you enjoy the taste of NO.
That's why with CCNS, you enjoy the taste of NO.
Agency: Mercado Mccann
Client: Coca-Cola South Africa
Art Director: Ivan Zimmermann
ECD: Nico Massimino
Creative team: Benjamin Tornquist, Ivan Zimmermann
