{"id":10543,"date":"2016-08-30T23:32:24","date_gmt":"2016-08-30T18:32:24","guid":{"rendered":"https:\/\/www.ramble.sunmatrix.com\/?p=10543"},"modified":"2026-02-27T10:03:37","modified_gmt":"2026-02-27T09:03:37","slug":"coca-cola-first-drinkable-advertising","status":"publish","type":"post","link":"https:\/\/www.sunmatrix.com\/ramble\/coca-cola-first-drinkable-advertising\/","title":{"rendered":"Coca-Cola: First Drinkable Advertising"},"content":{"rendered":"<p>You are looking at a Coke Zero ad on a billboard, on TV, in print, or even on radio. Instead of just watching it, you <strong>Shazam it<\/strong>. On your phone, Coke Zero appears to pour into a glass on-screen, and that moment converts into a <strong>free Coke Zero coupon<\/strong> you can redeem at select retail stores across the US.<\/p>\n<iframe width=\"560\" height=\"315\" loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/jdvteFAmG_k?fs=1&#038;playsinline=1\" title=\"YouTube video player\" frameborder=\"0\" allow=\"fullscreen; encrypted-media; picture-in-picture; clipboard-write; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<p><\/p>\n<p>The premise is blunt and smart. Many people think they know the taste of Coke Zero, but they actually do not. So Ogilvy &amp; Mather creates a campaign where the quickest route from awareness to belief is not another claim. It is <strong>immediate trial<\/strong>.<\/p>\n<h2>How \u201cdrinkable\u201d advertising is engineered<\/h2>\n<p>This execution turns Shazam into a universal call-to-action layer across media. Here, \u201cdrinkable\u201d means the ad triggers a mobile pour moment that turns into a redeemable coupon for immediate trial.<\/p>\n<ul>\n<li>Any channel can trigger the experience. Billboard. TV. Print. Radio.<\/li>\n<li>The smartphone becomes the conversion surface. Visual payoff first, then the coupon.<\/li>\n<li>The coupon bridges straight into retail. \u201cTry it now\u201d becomes a physical action, not a brand sentiment.<\/li>\n<\/ul>\n<p>The important part is not the novelty of animation. It is the end-to-end path from message to product-in-hand, because the Shazam trigger and coupon make the next step unambiguous.<\/p>\n<h2>Why this works as shopper marketing, not just a stunt<\/h2>\n<p>The campaign is designed to reduce the classic friction points that kill trial. In performance-led shopper marketing, the fastest path from awareness to belief is reducing trial friction and making redemption immediate.<\/p>\n<p>Extractable takeaway: If you want trial, design the interaction so it ends in redemption, not in more content.<\/p>\n<ul>\n<li><strong>No guessing what to do next.<\/strong> Shazam is the behaviour.<\/li>\n<li><strong>No abstract promise.<\/strong> The ad demonstrates \u201ctaste\u201d by pushing you to the real thing.<\/li>\n<li><strong>No delayed gratification.<\/strong> The reward is immediate and concrete. A redeemable coupon.<\/li>\n<\/ul>\n<p>It is experiential marketing that does not require a pop-up installation or a live event. The experience travels with the media buy.<\/p>\n<p>This is shopper marketing done right. It treats media as the first step of redemption, not as a detour into \u201cengagement.\u201d<\/p>\n<p>The real question is whether your media can trigger immediate trial without adding steps or new infrastructure.<\/p>\n<h2>Steal this: Shazam-to-trial loop<\/h2>\n<p>If you are trying to drive trial at scale, this is a reusable model.<\/p>\n<ol>\n<li><strong>One trigger across channels.<\/strong> Create a single interaction that works across channels.<\/li>\n<li><strong>Mobile as the conversion surface.<\/strong> Use mobile to make the experience feel personal and immediate.<\/li>\n<li><strong>Redemption, not delay.<\/strong> Close the loop with a retail mechanic that is simple to redeem.<\/li>\n<\/ol>\n<p>Do that well, and \u201cengagement\u201d stops being a vanity metric. It becomes a measurable bridge to purchase.<\/p>\n<hr \/>\n<h2>A few fast answers before you act<\/h2>\n<h3>What makes this advertising \u201cdrinkable\u201d?<\/h3>\n<p>Shazaming the ad triggers a mobile experience that ends in a free Coke Zero coupon. It is designed to turn exposure into real-world trial.<\/p>\n<h3>Why use Shazam in the first place?<\/h3>\n<p>It provides a consistent interaction across media formats, including channels where clickable links do not exist.<\/p>\n<h3>What business problem is this solving?<\/h3>\n<p>Driving immediate trial for a product where many people assume they already know the taste, but have not actually experienced it.<\/p>\n<h3>What is the key CX detail that makes it work?<\/h3>\n<p>A simple, familiar action. One step to trigger, then a clear reward that can be redeemed in-store.<\/p>\n<h3>How do you prove this is more than a stunt?<\/h3>\n<p>Measure Shazam activations and coupon redemptions, then compare trial impact against a similar media buy without the redemption mechanic.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You are looking at a Coke Zero ad on a billboard, on TV, in print, or even on radio. Instead of just watching it, you Shazam it. On your phone, Coke Zero appears to pour into a glass on-screen, and that moment converts into a free Coke Zero coupon you can redeem at select retail &hellip; <a href=\"https:\/\/www.sunmatrix.com\/ramble\/coca-cola-first-drinkable-advertising\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Coca-Cola: First Drinkable Advertising<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12556,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"Coke Zero turns any ad into instant trial: Shazam it, watch Coke pour on your phone, then redeem a free coupon in select US stores.","_seopress_robots_index":"","iawp_total_views":11,"footnotes":""},"categories":[59,27,13,291],"tags":[6844,127,1069,4127,6367,6979,6369,2521,6833,6838,3253,6366,6368,6955,3152,3147,6370,6178,365],"class_list":["post-10543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ads","category-marketing-strategies","category-mobile","category-shopper-marketing","tag-brand-activation","tag-coca-cola","tag-coca-cola-campaigns","tag-coca-cola-zero","tag-coke-zero","tag-digital-coupons","tag-driving-immediate-trial","tag-experiential-marketing","tag-interactive-advertising","tag-mobile-marketing","tag-ogilvy-mather","tag-ogilvy-mather-new-york","tag-pioneering-creative-execution","tag-retail-activation","tag-shazam","tag-shazam-campaigns","tag-shazaming","tag-shopper-marketing","tag-usa"],"jetpack_featured_media_url":"https:\/\/www.sunmatrix.com\/ramble\/wp-content\/uploads\/coke_drinkable_billboard.jpg","jetpack_shortlink":"https:\/\/wp.me\/pgYpE1-2K3","_links":{"self":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/10543","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/comments?post=10543"}],"version-history":[{"count":11,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/10543\/revisions"}],"predecessor-version":[{"id":16220,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/posts\/10543\/revisions\/16220"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media\/12556"}],"wp:attachment":[{"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/media?parent=10543"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/categories?post=10543"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sunmatrix.com\/ramble\/wp-json\/wp\/v2\/tags?post=10543"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}