Coke’s C2 Makes Online Splash

NEW YORK Coca-Cola today launched the online leg of its campaign for low-calorie, low-carbohydrate beverage C2, which includes homepage takeovers of MSN and Yahoo!

Some online units enable consumers to watch a 60-second spot that broke late last month from WPP Group’s Berlin Cameron/Red Cell in New York, which depicts people in situations where they can’t get what they want.

Other streaming audio executions present similar scenarios. In one, a voiceover states, “Your best friend just asked you to be his best man. You can’t say ‘no’ because you guys grew up together. … You can’t convince him to run to Vegas instead of to the altar. … You can’t hit on the bridesmaids because you can’t pretend they’re hot.” As the Rolling Stones’ rock anthem “You Can’t Always Get What You Want” begins playing, the voiceover responds, “Until now.” It concludes with C2’s tagline, “Half the carbs. Half the cals. All the great taste.”

The interactive effort also includes quizzes that ask questions such as “How much freedom do you need?” or “Do you get what you want?” A sweepstakes prompts users to answer, “What vacation destination are you?” for a chance to win a trip.

MSN said the creative work for its homepage takeover was done in-house in partnership with Coke; Yahoo! said Studiocom in Atlanta was responsible for concepting creative for the portal effort.

Spending was not disclosed. Sources estimated that Coke would put $50 million in media behind C2 during the next year [Adweek, March 15].

“This is the biggest product launch we have done since Diet Coke, and we intend to make a very significant splash as Coca-Cola C2 begins to hit the shelves,” said Coca-Cola North America vp of integrated marketing David Raines, in a statement.

Last year, Coke partnered with Microsoft-owned MSN for the “Real” campaign. The effort, which included an over-the-page ad on MSN.com and brand integration, a red page and floating bubbles on My MSN, resulted in 1 million customers going to the Coke site, the Redmond, Wash.-based online property reported. For Yahoo!, the C2 push is the Atlanta-based beverage giant’s first front-page buy.