Coca Cola: "Alexa, send me a Diet Coke Exotic Mango"

Coca-Cola, a soft drink brand, encouraged trials of its products by launching a voice-activated product trial in the UK.

Campaign details

Brand: Coca ColaLead agency: M&C Saatchi Shop

Campaign Overview

Coca-Cola needed a more effective, integrated and measurable product trial to launch Diet Coke Exotic Mango and for its 2018 Holidays are Coming Christmas campaign. The challenge was to find new ways to tempt more consumers to "try before they buy".

Strategy

It's proven at Coke that if people try they are much more likely to buy. The world's biggest soft drinks company therefore understands the critical role of trial for launching new products and driving growth.

Solving this through traditional sampling has limitations. Ethnographic research...

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