Coke Zero's 'Drinkable Advertising' Push Looks to Get Millennials Sampling

Coke Zero usually likes to promote how it tastes, but the brand's newest round of multichannel marketing aimed at millennials is largely focused on how the drink sounds.

In a continuation of a campaign marketed to those who have never tried the zero-calorie drink, Coke Zero has launched a new spot in partnership with ESPN College GameDay and Shazam. In the ad, created with Ogilvy & Mather, the GameDay cast walks viewers through how to use music-identification service Shazam to receive a free Coke Zero at 7-Eleven, Domino's, QuikTrip and Speedway.

According to Coca-Cola, 85 percent of millennials have not tried Coke Zero, but nearly 50 percent of those who try it go on to become monthly drinkers. So, the "drinkable" marketing campaign is aimed at getting consumers to sample the product.

This is the third year Coke Zero has partnered with College GameDay. Earlier this year, Coke Zero launched a new campaign aimed at winning over consumers who hadn't yet tried the soft drink. The "You Don't Know Zero 'Til You've Tried It" campaign integrates multiple broadcast spots, traditional media, digital retail and social media engagement.