News Release
COKE ZERO PULLS FAST ONE ON TOP NASCAR DRIVERS
Competitors Encouraged To Sabotage Coke Zero's NASCAR Program Because
Coke Zero Tastes Too Much Like Coca-Cola
New Advertising To Debut During Daytona 500
ATLANTA, February 12, 2008 -
"Taste infringers" and "soda pirates" are just
two of the accusations leveled at Coke Zero and those behind its success
in the brands first-ever NASCAR television ad. The new commercial
uses a humorous, unexpected set up to reinforce that Coke Zero has
"Real Coke Taste and Zero Calories."
Its not easy to pull a fast one on some of the fastest drivers
in NASCAR, but that's exactly what Coke Zero set out to do as 12 of
the sport's top stars gathered at Lowe's Motor Speedway in Concord,
N.C. to shoot the new commercial.
The ad builds on the Coke Zero campaign launched in 2007, when hidden
cameras caught humorous exchanges between improv actors impersonating
Coca-Cola brand managers and real-life lawyers. Hoping to "sue"
their coworkers who promote the Coke Zero brand, the actors consulted
with the attorneys about filing an imaginary lawsuit for taste
infringement, since no-calorie Coke Zero tastes so much like
Coca-Cola.
Coke Zero extended the unconventional approach for its new NASCAR
spot by filming Coca-Cola Racing Family members during awkward, sometimes
baffling conversations with the same actors reprising their roles
as Coca-Cola brand managers. Expecting to shoot scenes for a different
plot, the drivers ended up starring in an entirely different commercial
as the phony brand managers solicited their help to keep Coke Zero
from taking the checkered flag and further encroaching on Coca-Cola's
turf.
The unscripted give-and-take between the drivers and the improv actors
generated lighthearted moments and great reactions, while irreverently
underscoring that no-calorie Coke Zero tastes like Coke.
"We know our drivers would never compromise their performance
on the track, just like Coke Zero drinkers wont compromise when
it comes to demanding real Coca-Cola taste with Zero calories. Thats
what made the ad even more fun to shoot, said Caren Pasquale
Seckler, group director, Low Calorie Colas, Coca-Cola North America.
We think race fans will get a kick out of seeing their favorite
NASCAR drivers caught off guard."
In one exchange, the imposter Coca-Cola brand managers say to Mark
Martin, "We cant have Coke Zero in the winners circle,
being hoisted for that traditional drink," leading to a perplexed
look from the veteran driver. After referring to the Coke Zero brand
as "taste infringers" and "soda pirates" during
a conversation with Jeff Burton, the brand managers corner Jamie McMurray
outside the Sprint Cup garage and ask, "Would you be willing
to throw a race?" A stunned McMurray replies, "I dont
think so, no
"
In the final scene with Tony Stewart and Kevin Harvick, an exasperated
Stewart says that the fake brand managers'suggestions will "probably
get us suspended," to which the quick-witted actor retorts, "Well
Tony, come on, youre pretty comfortable with that."
The new Coke Zero ad, which debuts during the FOX broadcast of the
Daytona 500 on Sunday, Feb. 17 at 2 p.m., features members of the
Coca-Cola Racing Family -- a group of top drivers that includes Greg
Biffle, Jeff Burton, Denny Hamlin, Kevin Harvick, Dale Jarrett, Bobby
Labonte, Mark Martin, Jamie McMurray, Kyle Petty, Elliott Sadler,
Tony Stewart and Michael Waltrip.
"At first, the fake Coca-Cola brand guys came across as really
serious, so we were trying to be polite and figure out what they were
thinking," said two-time NASCAR Sprint Cup Champion Tony Stewart.
"But the more they talked the crazier their ideas became until
it got to be pretty unbelievable. While it was an unusual experience,
Coke Zero is a fun brand and this was a clever way to shoot this commercial."
Following its debut, 30- and 60-second versions of the Coke Zero
NASCAR spot will air throughout racing season on television and in
cinemas. Two additional 30-second spots, also featuring drivers being
badgered by the faux Coca-Cola brand managers, will be posted at cokezero.com
and NASCAR.com. The ads were created by Crispin Porter + Bogusky of
Miami. The 60-second version of the commercial will also be available
for viewing at a special Daytona 500 ad showcase on NASCAR.com, beginning
at 7 a.m. the morning of the Great American Race.
In addition to the new ad campaign, Coke Zero is taking a more prominent
role in NASCAR beginning this season, including title sponsorship
of the Coke Zero 400 Powered By Coca-Cola, which takes place July
5 at Daytona International Speedway.
About The Coca-Cola Company
The
Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company markets four of the world's top five nonalcoholic sparkling brands, including Diet Coke®, Fanta® and Sprite®, and a wide range of other beverages, including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy and sports drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion servings each day. For more information about The Coca-Cola Company, please visit our Web site at www.thecoca-colacompany.com.
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