Following a successful partnership with Disney/Lucasfilm’s Star Wars: The Last Jedi In 2017 in which 11 markets participated, Coca-Cola Zero Sugar wanted to go even bigger and better in 2019, encouraging even more markets to participate in their partnership with Disney/Lucasfilm’s Star Wars: The Rise of Skywalker, the final film in the saga.
Given the brand’s involved, their level of ambition and the sheer number of stakeholders, implementing a connected plan with a truly collaborative approach would be critical to maximising success. The campaign aimed to leverage the consumer passion point of film to drive relevance and engagement with Coke Zero’s young adult audience (18-29 y.o.’s).with a focus on winning the in-cinema consumption occasion and increasing sales. Central to the Full Force Zero Sugar concept was bringing to life the final epic battle between the light and dark side in two ways. Firstly, by showcasing the film’s iconic characters through impactful photographic and illustrative routes. And secondly, by embracing the theme of light and dark with unique activations ideas.
This hugely complex, 360 degree campaign was ultimately picked up by 49 markets, taking in 10 channels over 194 million exclusive collectible cans and a first-of-its-kind, multi-market ODEON activation.
Results for key markets show the campaign has not only driven improved customer sell-in, significant in-cinema volume and record value share but has also been held up by Coca-Cola as lighting the way for future integrated campaigns.