|Brand||THE COCA-COLA EXPORT CORPORATION|
|Product / Service||COKE ZERO|
|Category||D03. Merchandising/In-store Marketing & Point of Purchase Displays|
|Entrant||LEO BURNETT MANILA Makati City, THE PHILIPPINES|
|Entrant Company:||LEO BURNETT MANILA Makati City, THE PHILIPPINES|
|DM/Advertising Agency:||LEO BURNETT MANILA Makati City, THE PHILIPPINES|
|Raoul Panes||Leo Burnett Manila||Executive Creative Director|
|Alvin Tecson||Leo Burnett Manila||Creative Director|
|Therese Endriga/Cey Enriquez||Leo Burnett Manila||Copywriters|
|Mon Pineda/Farlet Vale/Steph Mangalindan||Leo Burnett Manila||Art Directors|
|Cathy Nicolay/Ben Reyes/Joy Logico/Abby Guillergan/Kandice Ting||Leo Burnett Manila||Account Managers|
Coke Zero’s communication effort was to build on the equity of “making the impossible possible” which is true to what the brand promises (having that real Coke taste with zero sugar). All materials, even POS, had to reflect the proposition. In supermarkets and groceries where everything would blend into the shelves, it seemed impossible to stand out. Our task was to disprove that.
The proposition was brought to life in-store. Shoppers experienced the impossible made possible first hand as they shopped and picked up products from the display.
How to create something impossible, then make it possible AND functional? We needed to stop shoppers in their tracks the moment they saw the product. So why not use the product itself and stack them in a big pyramid – then turn the whole thing upside down. Careful planning and collaboration with groceries had to be made. A pole designed as the bottom-most Coke Zero can ran from the ground up, supporting the whole structure. The shelves were made so thin, they almost looked invisible. And stock boys were instructed to constantly replenish cans to maintain the pyramid’s form.
The Inverted Pyramid display vividly separated Coke Zero from the sea of sodas in the shelves. Clear proof was the 13% sales increase in supermarkets and groceries since installation of the special stands.