Coke Zero launches in the Philippines

The country is the seventh to launch the brand in Asia-Pacific, after successful rollouts in Singapore, Korea, Japan, Hong Kong, Australia and Thailand.

While McCann handled TV and print work, Leo Burnett was in charge of the below the line launch campaign, which saw a range of events aimed at reflecting the brand’s “edgy and unconventional” character. Giant posters, web campaigns and specially designed merchandising formed further aspects of the launch.

The drive comes after Leo Burness won creative duties for Coca-Cola’s non-sugar portfolio in the Philippines in a pitch last year. Sister brand Coke Light is already present in the country, but is geared more towards “body-conscious individuals.”