The initiative was created in partnership with WPP OpenX, led by AKQA and Ogilvy
The Coca-Cola Company announced the launch of its new global campaign, which aims to encourage experimentation with Coca-Cola Without Sugar, which is entering a new phase with the slogan ‘Pega Esse Sabor’.
Launched globally, the campaign is digitally designed to drive the beverage’s growth by encouraging experimentation and increasing desire, particularly among those who are fans of the regular version of the soda.
Highlighting the great taste of Coca-Cola Without Sugar, the movement recasts the slogan ‘The Best Coke Ever?’ and centers on the premise that Coca-Cola Without Sugar tastes so unique that people need to keep it well hidden so others don’t get it: with messages and tongue-in-cheek expressions to drive engagement and shared connections, explained Oana Vlad, Senior Director of Global Strategy at The Coca-Cola Company.
The initiative was created in partnership with WPP OpenX, led by AKQA and Ogilvy, with visual identity and design elements developed by British illustrator Jack Teagle.
The movement will explore the situation with digital and social content, with influencers, OOH assets and other experiences, all based on the campaign hashtag, #PegaEsseSabor.
We’re releasing a full suite of movies, posters, games, social filters, banners, posts and more that encourage people to succumb to their cravings and have a Sugar Free Coke. This is yet another example of how Coca-Cola continues to drive the global ‘The Magic Happens’ philosophy through global marketing activations. Through experiences, we believe we can bring together a global community of Sugar Free Coca-Cola lovers in a fun and lighthearted way that truly celebrates its great taste, added Zac Pritchard, Creative Director of AKQA.
