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...