Coca Cola
"Remix With Zero" Campaign
Spec Deck
Overview
Developed a strategic campaign concept for Coca-Cola Zero Sugar focused on repositioning the brand from a wellness-focused beverage to an active participant in global food culture.
The Opportunity
Identified an opportunity through audience and market analysis to increase cultural relevance among younger consumers by integrating the brand into social dining experiences and creator-led content. The resulting "Remix With Zero" campaign transformed the product into a catalyst for food, recipes, and shared experiences while creating repeatable social media moments.
CREDITS & CONTEXT:
Mariah Denson - Brand Strategy • Presentation Design • Consumer Research • Campaign Development • Creative Direction
Alec Ziff - Consumer Research • Creative Direction • Video Directing • Video Editing
Project Type: Spec Campaign developed as part of the One Creator Lab Program in NYC, USA.
My Role
Coca-Cola Zero
I led the campaign strategy from research through creative development, including consumer insights, campaign positioning, and presentation design.
I translated consumer insights into a campaign strategy that expanded Coca-Cola Zero Sugar's role from beverage to cultural experience.
This project was completed in collaboration with Alec Ziff, who led video direction and editing.
Coca-Cola Zero Sugar already had product awareness. The opportunity wasn't increasing awareness; it was increasing relevance.
By repositioning the brand within food culture rather than beverage culture, the campaign created more occasions for consumers to interact with the product through recipes, creator content, and shared dining experiences.
Strategic Insight
01
The Brief
Develop a campaign that increases Coca-Cola Zero Sugar's cultural relevance among younger consumers by connecting the product to food culture and creating repeatable social moments beyond traditional beverage advertising.
02
Brand & Consumer Strategy
Researched audience behavior, cultural trends, and competitive positioning to identify an opportunity to shift Coca-Cola Zero Sugar from a health-focused perception toward a food-first lifestyle brand.
03
Creative Campaign Development
Created the "Remix With Zero" campaign concept, positioning Coca-Cola Zero Sugar as a versatile ingredient and social dining companion through creator-driven recipe content and food experiences.
04
Content & Social Strategy
Designed a scalable social content ecosystem centered around short-form video, user-generated content, culinary creators, and interactive community participation to encourage repeat engagement.
Capabilities & Deliverables
Capabilities: Brand Strategy • Consumer Insights • Campaign Strategy • Creative Direction • Social Strategy • Experiential Marketing.
Deliverables: Campaign Strategy • Creative Concept • Pitch Deck • Social Campaign Framework • Content Strategy