Coca-Cola Light Taste: The Light Test

Coca-Cola, the soft drinks brand, launched a chatbot that tested people's resilience to their partner's quirks, as a way to engage Dutch consumers with the brand's new Coca-Cola-Light rebrand.

Campaign details

Brand: Coca-Cola Light TasteLead agency: GigigoRegion: EMEA

Strategy

Objective

Coca-Cola is re-launching the brand Coca-Cola Light in Western Europe, after years of declining sales, with a new name, new formula, new flavours and a new positioning and tone of voice. The strategic objective is thus brand and product awareness, with a key KPI of 'talkability' / word-of-mouth.

The core idea of the campaign (on TV, point of sale etc.) is that the new Coca-Cola Light Taste encourages people to "take things more lightly" in the face of daily worries, especially those related with...

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