Coke vs. Coke Zero: A Viral Campaign

So what do you do when you are the largest soft drink company and have the most recognizable brand worldwide? You must come up with creative advertising and marketing tactics in order to get consumers involved with your brand. Recently, Coca-Cola has done with its new viral campaign in which the company tries to sue itself.

That's right, Coke Zero, the new no calorie soft drink from Coke, is suing the original Coke for taste confusion. In the new campaign, a fake law firm Covet & Yourminy, solicits potential plaintiffs who could be victims of the taste confusion with the usual cheesy-style lawyer ads. The campaign used cheap media buys, similar to what most local law firms would purchase, such as radio, bus shelter, and truck advertisements.

Bus Shelter Ad

Truck Ad

All ads seek to drive consumers to the microsite, designed in the same fashion. Here, people can request a Covet & Yourminy taste kit that includes coupons for a Coke and a Coke Zero. How clever. There is also a toll-free hotline that has reportedly received more than 17,000 real phone calls. Clearly, this taste confusion campaign was a successful and interactive way to engage more consumers with the Coke brand, while putting more Cokes and Coke Zeros into the consumer's hands through the use of coupons.