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Coca-Cola Zero - We Build It, They Come!

Want a challenge?  Try drawing the attention of males aged 18-35, who aren’t overly concerned about their waistlines, to a new calorie-free soft drink.   But host the world’s largest outdoor air hockey tournament in the heart of downtown Toronto to launch the new beverage, and you’re crying “GOOOAL” in no time.

When world-leading brand Coca-Cola asked MAVERICK to incorporate Canada’s most treasured sport into a media relations campaign for the company’s new zero calorie drink, Coke Zero, we instantly knew creating ideas focused on the upcoming NHL season.

Taking over Yonge-Dundas Square, one of the city’s most pedestrian heavy spots, MAVERICK executed a launch that surpassed the client’s expectations.  MAVERICK sought out former Toronto Maple Leaf Nick Kypreos to emcee the world’s largest outdoor air hockey tournament, while NHL legends, Wendel Clark and Daryl Sittler, also attended, acting as onsite ambassadors. World champion air hockey players were flown in to demonstrate the game to an eager Toronto audience, resulting in 240 tournament participants.  Street marketing teams scoured the square, distributing 36,000 Coke Zero samples to passersby.

On the media front, MAVERICK pulled out all the stops to attract national attention.  Journalists were sent puck-shaped hat boxes containing a sample bottle of Coke Zero along with four small, collectors-item glasses.  Broadcast media were supplied samples of the drink to distribute to audiences or given product packages for contest giveaways. In many instances, media requested product even before MAVERICK had a chance to offer it to them.

MAVERICK’s launch efforts generated more than 12 million impressions in cross-Canada coverage appearing in dailies such as The Globe & Mail,  Toronto Sun,  Metro Toronto,  24 Hours,  Ottawa Citizen and Dose. Broadcast outlets, including CityTV,  CTV,  A-Channel and AM 640, also featured the Coke Zero launch.

From the multi-faceted media relations strategy and stellar event execution to the creative media drops, MAVERICK didn’t stop until all of Canada was drinking – or least talking about – Coke Zero.

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