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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.
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3 commentaires:
Crispin, Porter + Bogusky made an another campaign for Coke Zero in the beginning of this year, with an almost similar concept. It's still reachable at http://www.cocacolazero.com/
The idea behind that one was that Coca-Cola was suing Coke Zero, because it "tastes the same". The campaign knew a little viral succes, but everyone had the same reaction: why would a brand sue itself? This idea is better. Should've done that in the first place, no?
Cool Thx for your comment !
I did not know that coke did something close.
I agree the current campaign should have done before !
Thx for reading us. We are not good english writer to publish english news on a regulally basis. Feel free to send us your news !
Your site ROCKs MAN !
Thanks, so does yours :-) And I read you in English and French, so don't worry about the language, as long as it's interesting!
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