COCA-COLA ZERO SUGAR
BRANDING + POP DESIGN + OUT-OF-HOME ADVERTISING
I co-led a team of 28 students to build an Integrated Marketing Communications plan for Coca-Cola Zero Sugar including primary and secondary research, target markets, objectives, numerous marketing strategies, and a large on-campus sampling event. Pitched concepts and designs to Coca-Cola and the Atlantic Bottling Company, which were well-received and will be utilized across future campaigns.
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CLIENT: COCA-COLA
SKILLS: BRANDING, POP DESIGN, AND OUT-OF-HOME ADVERTISING
PROGRAMS: ILLUSTRATOR AND PHOTOSHOP
Coke Zero Truck Wrap and Camper Van
The concept is an eye-catching and exciting experience that engages consumers on the road with the brand. The camper van will drive around the country at various locations for sampling events, product promotion, and customer engagement. Consumers will be able to participate in sweepstakes to spend a night in the van. This collaborative project was pitched to Coca-Cola and the Atlantic Bottling Company, and the truck design has been printed on semis in the Midwest.
Coke Zero Sugar Bundle Box
While Coke Zero Sugar has many types of merchandise on their website, there aren’t many options for those looking for unique activities or events to do with their friends or family. To encourage these interactions, I designed Coke Zero Sugar Bundle Boxes that could be ordered on the Coca-Cola website. Each of these boxes would have a unique activity, including bottles or cans of Coke Zero Sugar that the customer could share with their friends or family. Examples of these meet-up boxes include:
#ZeroInOnMovieNight: This Bundle Box would include two 16 oz. bottles of Coke Zero Sugar, a few types of boxed candy, and a Coke Zero Sugar blanket.
Coke Zero Mixers
The mixers strategy will encourage trial, increase brand loyalty and stimulate impulse purchases of Coke Zero Sugar. The focus is on college bars, utilizing Coke Zero Sugar as a mixer with house bottles of alcohol in order to stimulate awareness and impulse sales of the product.
Zero In On Your Commute
To increase awareness and repeat purchases within the commuters target market, Coke Zero Sugar will be positioned as the best-caffeinated beverage for a commute. For Trains and Buses: I created train and bus wraps and smaller side advertising panels. As cities transition their buses to all-electric fleets, there is an opportunity for Coke Zero Sugar to use promotions highlighting both the beverage’s zero sugar content and the vehicle’s zero emissions benefit.
Nuka-Cola Point of Purchase Display
Coke Zero Sugar should partner with the Fallout video game series. Within these Fallout games are Coca-Cola spin-off drinks called Nuka-Colas that players find and collect in the game. Nuka-Cola is one of the most iconic and recognizable virtual game drinks. Pairing Coke Zero Sugar with Nuka-Cola would excite gamers and stimulate trial. The next Fallout game is scheduled to be released November 11, 2022. Coke Zero Sugar POP displays featuring the new Fallout games should be placed in grocery and convenience stores. Positioning Coke Zero Sugar as a Nuka-Cola will encourage gamers to drink it while they play Fallout and other video games.
Zero In On Your Targets Point of Purchases
Due to the COVID-19 pandemic, outdoor activities are becoming increasingly popular. Coke Zero Sugar should place POP displays at the counters of outdoor sports stores including Bass Pro Shops, Cabela’s, Theisen’s, and Walmart or in the fishing and hunting departments to prompt hunters and fishers to grab a drink and stimulate trial.
