Coke Zero Makes Eating A Lifestyle.
Coke Zero wants to be the essential drink for mealtimes.
So we’re getting Coke Zero to show up everywhere Gen Z eats.
Case Video:
Unlike its sister sodas, Coke Zero lacks a distinct identity and fails to stand out on its own.
Problem
For Gen Z, eating has nothing to do with food and everything to do with culture.
Insight
Make Eating A Lifestyle.
Strategy
Objective
Position Coke Zero as an essential drink for Gen Z mealtime.
GEN Z DOESN’T DO “MEALTIME”
But they are eating…just not in the way you think.
Gen Z made “eating” a language.
So what if Coke Zero didn’t wait for meals,
and showed up everytime and everywhere Gen Z EATS?
Here’s how we cook:
Coke Zero shows up everywhere Gen Z eats IRL.
Influencers post co-created content tailored to their specific niche, putting Coke Zero at the forefront of the cultural conversation.
Coke Zero feeds the people’s feeds, showing up in real time whenever Gen Z eats.
Coke Zero sponsors drag queens (the divas who invented this language) and hosts their first-ever Ballroom at NYC Pride.
With “Eat Down, Drink Up,” Coke Zero gets into the conversation. Not by waiting at an empty table. But by showing up in people’s hands and in their lives.
The team:
Leah Silverman - Art Director
Clarke Weddington - Art Director
Thomas Halsey - Copywriter
Rhyann Clark - Strategist
My Role:
Account Management & Strategy Partnership
I led the organization and flow of the project, ensuring the team stayed aligned, on schedule, and grounded in the brief.
I worked closely with mentors to refine both the strategy and creative direction, helping shape the final idea and executions.
I was responsible for final asset review, including script edits and case video refinement, and continuously pushed the work to remain insight-driven and on brief.
Additionally, I sourced and evaluated Gen Z–relevant influencers and brand partners that authentically aligned with our concept.