By Kyle O'Brien With the announcement that Coke Zero is being replaced with a new product, Coca-Cola Zero Sugar, here’s a look back on how Coke Zero has advertised itself to the public since it debuted in 2005. The original branding was in a white can, with the tagline “Everybody Chill,” which was not a hit with consumers. A more masculine rebrand, thanks to Coca-Cola New Zealand, brought the familiar black cans. White Coke Zero cans Loading… According to the Coca-Cola website, “an innovative online teaser and guerilla marketing campaign called the ‘Zero Movement’ generated a strong pre-launch buzz” Read full story › Source: The Drum...
Read MoreBy Lisa Lacy Coca-Cola is revamping its Coca-Cola Zero beverage with “an even better-tasting recipe” that tastes “a lot like…Coke” and it will henceforth be known as Coca-Cola Zero Sugar. It will also have a new design that “looks more like Coca-Cola,” featuring the red Coca-Cola disc against a black background familiar to Coke Zero fans. Coca-Cola said the design also prominently features “zero sugar” text to “emphasize the drink does not contain sugar.” Coca-Cola said it conducted consumer testing of the new recipe for over a year. “We’re confident our new and improved Coke Zero Sugar recipe delivers a great taste that Coke Read full story › Source: The Drum...
Read MoreBy Lisa Lacy As the visual search space heats up, eBay has thrown its hat into the ring with the launch of two new features, Image Search and Find It On eBay. Enabled by artificial intelligence and machine learning, the features allow consumers to search with pictures instead of words. Both will be available in the fall. In Image Search, developed during eBay Hack Week, consumers enter the photo of an item they want to purchase into the search bar. eBay said it will then surface listings that are a close match or visually similar and are available for Read full story › Source: The Drum...
Read MoreBy Kyle O'Brien Trying to advertise structural panels to the construction industry might seem pretty dull and straightforward. But agency Gyro managed to find an interesting angle to get builders interested in buying the panels. Structure engineers, when constructing a midrise building, often default to poured concrete because it’s what they know. Gyro was able to show that poured concrete is heavy and expensive and can slow down or hold back the building process. They did it by making the poured concrete look like animals such as a tortoise, a hippo and a leg-grabbing octopus. The print campaign promotes the use of USG Structural Read full story › Source: The Drum...
Read MoreBy Lisa Lacy Following the likes of Facebook, YouTube and Twitter, Google has added autoplay videos to search results for queries that return videos in the knowledge panel. That’s according to the SEM Post. Google sent The Drum the following statement: “We are constantly experimenting with ways to improve the search experience for our users, but have no plans to announce at this time.” Google also confirmed this is a short-term experiment with a small number of trailers – not ads – and it has no plans to roll it out further or make it a permanent feature. Read full story › Source: The Drum...
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