At First Glance

The first Coke-Zero advertising I noticed was Outdoor, specifically bus advertisments. These were eye-catching and because there were so many of them plastered on buses all around Sydney I figured there must be more of the campaign still emerging. The bus ads run the full length of the bus on some and just a section on others. Along with a picture of the bottle is a tagline that reads either "Tastes like Coke. No Joke" or "Real Coca-Cola taste with zero sugar". I believe these advertisements are effective in reaching a mass number of people, not only those using public transport but also anyone walking around in the city. However, I'm not sure this particular advertisement is effective in creating cut-through with consumers. They are using facts that most consumers already know by now, Coke-Zero has been on the market in Australia for over six years after all. There is nothing new or exciting being presented to consumers and therefore, it could be lost on a lot of people. If this was the only aspect of the marketing campaign, I'm not sure it would work for the company. Luckily, this was not the case for Coke-Zero.

Image from APN Outdoor Website Available Here

Image from APN Outdoor Website Available Here