How do you make a $1 soda promotion for a major fast food chain stand out in a sea of parity offers from competitors? Well, there’s nothing better than third party endorsements. And no bigger third party than Google organic search.
We created a first of its kind unbranded campaign that ran across TV, digital, print, radio, social and more. The absence of branding piqued curiosity and tapped into second screen behavior by encouraging people to Google "that place where Coke tastes SO good." A simple spot launched the campaign.
The spot lead to unpaid, third party search results revealing that place where Coke tastes SO good:
Everyone made the connection immediately:
NY Times, Inc. Magazine, Boston Globe, CNBC
But they didn't get it from us.
“Secret Identity”
“Beverage Technician”
“Pixelated”
“Sabotage”
When everyone was in on the gag we finally orchestrated a big unveiling of the brand. Almost.
The brand played coy throughout the campaign, never coming out and admitting what everyone already knew.
