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.
Unlike its sister sodas, Coke Zero lacks a distinct identity and fails to stand out on its own.
Problem
Insight
For Gen Z, eating has nothing to do with food and everything to do with culture.
Strategy
Make Eating A Lifestyle.
Position Coke Zero as an essential drink for Gen Z mealtime.
Objective
GEN Z DOESN’T DO “MEALTIME”
But they are eating…just not in the way you think.
Gen Z has made “eating” a language.
So what if Coke Zero didn’t wait for meals,
and showed up everytime and everywhere Gen Z EATS?
Coke Zero will show up everywhere Gen Z eats IRL.
Here’s how we cook:
Influencers will post co-created content tailored to their specific niche, putting Coke Zero at the forefront of the cultural conversation.
Coke Zero will feed the people’s feeds, showing up in real time whenever Gen Z eats.
Coke Zero will sponsor drag queens (the divas who invented this language) and host 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.