Established in 1892, the Coca-Cola Company is the world’s largest beverage manufacturer and distributor. In Greece, the growing trend for natural products and reduced sugar led the company to launch Coca-Cola no calories, made with sweetener from the stevia plant.
lift in message association
on-target reach among people aged 15–44
lift in market share value of the cola stevia market
Coca-Cola wanted to increase brand awareness and association among people in Greece aged 15–44, boost sales and remind active, healthy people who are careful about what they eat that this new variety was a drink they could enjoy.
Coca-Cola, working with its creative agency, McCann and its media agency, Mindshare, decided that the best way to reach its target market of people in Greece aged 15–44 was to use video ads on mobile platforms. The team followed creative best practices so that the ads were framed for vertical, designed to be played with sound on or off, and lasted 15 seconds or less, with the brand name appearing in the first three seconds.
The messaging in the ads was based on Coca-Cola’s insight that stevia-sweetened products have an appeal to people who choose to lead a healthy, natural lifestyle, and who want to enjoy their food and drink without worrying about what it contains.
The tagline on the ads—“Enjoy without a second thought”—reflected the soft drink’s lifestyle appeal, and the ads included messaging such as, “The gym may not always be enjoyable. But it's the iced Coca-Cola no calories, and with sweetener from the stevia plant, you can enjoy afterwards, without a second thought!”
The campaign used automatic placements, running in Instagram feed and Stories (47%), Facebook (45%) and Audience Network (8%) from February 25–March 22, 2019. Results included:
4-point lift in message association
92% on-target reach among people aged 15–44 (Nielsen DAR)
1% lift in market share value of the cola stevia market (IRi Worldwide)