In 2016 Coca-Cola Zero® was relaunched with a new improved flavor, new design, and the new name Coca-Cola ZERO SUGAR®. It was Coca-Cola’s biggest product change in Denmark in seven years, so the beverage company wanted to make something extraordinary out of it. Therefore, Essencius was assigned the task of creating a unique and unconventional activity that would produce a WOW effect. We set out to inspire the Danish consumers with an amazing live event and generate earned media and engagement via PR and social media.
We developed an activity that would take place during Copenhagen Culture Night (a yearly returning, very popular event), so that many Danes would have the opportunity to experience it. It would also be a new way to live out the Coca-Cola brand.
We joined forces with the world’s best in ‘3D projection mapping’ and made a spectacular 3D show with the 100-year-old building, Axelborg, as backdrop. In the 3D show we turned the historic building into a Coca-Cola factory and invited the audience to experience the creation of Coca-Cola ZERO SUGAR®.
Axelborg was the perfect location due to its close proximity to Tivoli Gardens and Copenhagen Central Station. The central location gave many people the opportunity to experience the show. Furthermore, we invited the media BT to live stream the show on Facebook, so people from all over the country could experience the fascinating transformation.
There is always fierce competition to get attention during Copenhagen Culture Night. Still, we managed to have a physical and live digital event that activated social media and generated publicity before, during, and after the show. BT’s live streaming alone was watched by almost 70,000 people. The film posted to Coca-Cola’s own channels received more than 160,000 views on social media, where the Danes enthusiastically interacted. In total, our launch of Coca-Cola ZERO SUGAR® reached an earned audience of nearly 1,7 million.