?Coke v Coke Zero?: a Winning Case

Real Lawyers Star in Fictitious Intra-Company Suit

What would happen if one brand sued its sibling? Lawyers would be involved and, as this campaign proved, their opinions would vary. Imposters posing as Coke Zero management posed the legal question of "taste infringement" to unwitting real-life attorneys. The series of legal consultations, conducted separately with individual attorneys, created some memorable dialogue. "We want to sue them [Coke Zero] back to the Stone Age," exclaims one actor/Coke brand manager. "It's a novel theory," says a more cautious lawyer. "It's like suing yourself," observed another. A third attorney was quite emphatic and offered two predictions: "You'll be humiliated. And you'll be fired."

The campaign used outdoor, internet and viral video to expand the effort beyond TV spots. At CokeZero.com
TitleCoke vs Coke Zero (290 sec)
Agency
Campaign Coke vs Coke Zero - Coca
Advertiser Coca-Cola Company
Brand Coke Zero

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Business SectorSubscribers Only
PhilosophySubscribers Only
Media Type Case Study
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