Before we launched the new Coke Zero Sugar in the US we identified that consumers where not only upset about Coca-Cola discontinuing their beloved Coke Zero, they were also being very vocal about it in their social media. So to show that Coca-Cola was aware of the social sentiment, but also encourage consumers to give the new Coke Zero Sugar a try, we created a campaign 100% based on social listening.

We partnered with rapper @vedothesinger to twist consumer's dramatic tweets over the loss of Coke Zero into positive and optimistic raps around the launch of the new Coke Zero Sugar, reinforcing Coca-Cola's always optimistic brand values while encouraging consumers to try the New Coke Zero Sugar.