2009 SILVER

BEVERAGES, NON-ALCOHOL

COKE ZERO

COCA-COLA ZERO, COCA-COLA

Pio Schunker, Sr. VP-Creative Excellence
Doug Engel, Advt. Mgr.
Russell Baker, Sr. Brand Mgr.
Katie Bayne, CMO
Montana Triplett, Sr. Media Mgr.
Sara Schmid, Dir.-Advt.

CRISPIN PORTER + BOGUSKY

Dave Schiff, Creative Dir.
Alex Burnard, Creative Dir.
Tammie DeGrasse Cabrera, Sr. Acct. Dir.
Scott Sibley, Group Dir.

MEDIAVEST USA

Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irreverent humor and some misguided brand managers. Using a combination of traditional media, online activation and sports properties, Zero was able to meet and exceed the desired goals in brand awareness, trial and key image attributes including "Tastes like Coke."