Coke and Coke Zero taste very similar. Don't stress about the taste confusion; let your smarmy lawyer do that instead. That's the concept for Coke Zero's "Covet & Yourminy" campaign that uses the faux law firm C&Y to find prospective plaintiffs angry with Coke for creating "taste confusion."
The campaign used inexpensive media buys, similar to those a local law firm might purchase, such as radio, bus shelter and truck advertising.People who played along were mailed a C&Y taste kit, including a C&Y insulated beverage sleeve and coupons for both Coke and Coke Zero. Better still, radio ads gave listeners a toll-free hotline number to call and leave a message for C&Y's taste litigation experts. More than 17,000 real phone calls have been placed so far. That's a lot of free time. Crispin, Porter + Bogusky created the campaign and handled the media buy for the microsite, taste confusion kits, and the outdoor bus shelters and the trucks wraps in Atlanta.QU'EN PENSEZ-VOUS ?