Coca Cola Zero’s brand antihero Testimonial Tom is an everyday guy who has problems with girls. Tom always gets in trouble and needs resolving help. Coca Cola Zero wanted to engage with younger consumers by integrated the brand message into TV content.
Cartoons like The Simpsons, Family Guy or American Dad provide the perfect content for the target. The main characters live their own way, break the rules and get into trouble, but they usually end positively, just like Testimonial Tom. The target really values these characters and tends to adopt their language and nicknames.
The solution was to allow the Simpsons characters to watch Tom’s adventures on their TV. The TV spots were seamlessly integrated into the content of the programme. The ad ran in the virtual living room of the Simpsons as well as Family Guy and American Dad.
We entered with CCZ e.g. in the virtual living room of Homer Simpsons. The same mechanic was also adopted for the world of Family Guy, American Dad and others. The brand message received a 50% increase in reach versus a regular ad placement and recall was up by 70%.
Bringing Tom Into Homer's Ad Break
The Creative Use of Media Award
- Brand:
- Coke Zero
- Brand owner:
- The Coca-Cola Company
- Category:
- The Creative Use of Media Award
- Region:
- Germany
- Date:
- June – August 2009
- Media Channel:
- TV
Please nominate a maximum of five favourite case studies to put forward for the People’s Award. They will appear in the “My Top Five” box on the top right. If you change your mind about any of the campaigns, simply click “remove”.
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