Magazine article Marketing

Coke Zero Rebrands to Highlight Bond Film Tie

Magazine article Marketing

Coke Zero Rebrands to Highlight Bond Film Tie

Article excerpt

Coca-Cola GB will change the name of its Coca-Cola Zero brand to Zero Zero 7 as part of a multimillion-pound global tie-up with forthcoming James Bond film Quantum of Solace.

Limited-edition bottles will roll out in the UK next month, supported by a global ad campaign and on-pack promo-tions which using the 'Zero Zero 7' strapline.

The activity, created by Wieden & Kennedy, will be in keeping with the tone of the film, matching Daniel Craig's 'edgier' Bond to Coke Zero's male target audience.

The drive marks a shift upmarket for the brand, which used Girls Aloud singer Cheryl Tweedy in its launch ads and last year put football at the centre of its activity with work featuring Wayne Rooney.

The deal is the first global marketing partnership for the cola, dubbed Bloke Coke, since its launch in 2006.

The global premiere of Quantum of Solace takes place in London on 31 October. …

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