COPYWRITER: Hannah Weiner
ART DIRECTOR: Hanna LaBerge
PROBLEM:
The modern 'foodie' no longer wants a drink, they crave an experience. For decades, the world of "refined taste" has been a closed loop of vintage wines and gatekeepers in dusty cellars. This has created a cultural divide.
INSIGHT:
The modern consumers don’t want to be told what is "good,” they want to curate their own "everyday decadence."
SOLUTION:
We rebranded Coke Zero Sugar not as a soft drink, but as the luxury in your everyday life. We moved the liquid from the humble aluminum can to the Co-La-La Reserve Bottle. We then introduced “The Zommeliers” and the “5 Zs.” We turned "Zero" into a mark of absolute purity, proving that a refined palate isn't a privilege of the elite, it’s a choice for anyone with a craving for Coke Zero Sugar.
