Coca-Cola Zero Commercial

Visual description: The commercial is filmed at a drive-through theater and begins by showing a scene from a romantic movie to set the mood of the commercial. They show a young couple sitting in a car and guy reaches over to unbutton his girlfriend's shirt. She grins giving him the okay to keep going. When the shirt is unbuttoned he reaches back to unhook her bra; the bra bursts open and two coca-cola zero's pop out. His girlfriend had stuffed her bra with two coke zero's. He's surprised by what he sees and seems to be confused yet amazed. At the end of the commercial, although the guy was given an unexpected surprise by his girlfriend, it does not stop him from cracking the two sodas open and pouring them in to his mouth (which he seems to really be enjoying).

Meaning of the ad: The coke zero represents both a young woman's secret and a new surprise to young men. At the end of the commercial is says, "the same coca-cola as always, with zero sugar," leading to the idea that this is a young woman's new secret, she can drink coke without feeling guilty or having to hide that she is breaking her diet. Its almost saying it gives a young woman what shes been missing in her life (if you want to really look in to the message of her using the coke zero to stuff her bra). On the other hand, with men, it's a new surprise that although it is a diet soda, men can enjoy it and get the same "satisfaction" as the original from it. The commercial says it, "its what they didn't expect."

Target consumer: The focus seems to be placed on both consumers who are loyal to coca-cola brand and do not drink it because they are health conscious. The commercial starts off with a scene at a drive-in theater with a black and white movie (targeting an older generation), it then shows a young couple as the actors , the humor behind it is also geared more towards a younger audience. At the end of the commercial is says, "the same coca-cola as always," meaning, that it is also targeting consumers who are already familiar with the taste of coke.

Product Benefit: The traditional taste of coca-cola was not jeopardized due to the absence of sugar. The taste of coke remains the same.

Consumer Benefit: The taste that people love is still there but now it is there in a healthier form for those who are health conscious. Women can drink it without feeling guilty and men can enjoy it even though it is a diet soda. Its just a healthier form of coke, consumers wont taste the difference.

Tone and Voice: The commercial starts off with a romantic tone but takes a sudden twist into a humorous tone. Its funny and the message is clear for both men and women.It is intended to be what the viewer didn't expect (carries on the idea that coke zero is what the consumer didn't expect).