Weiden + Kennedy is creating a new marketing push for Coke Zero. According to an article in Brand Republic, limited edition bottles are being created to promote the latest James Bond film. And, Coke Zero will also temporarily change its name to ‘Zero Zero 7’. Um, ok. I guess nothing says espionage like a sugar free, calorie free carbonated beverage. I do hope that Coke has worked out a deal to have Bond order one of these at the bar instead of his signature martini.
The article mentions that this promotion is part of Coke’s plan to match Daniel Craig’s “edgier” image to their target market of men. Apparently this is their first global effort since the brands launch in 2006. I say it’s a sad first attempt.