Strategy:

The Coca-Cola Zero Media Drop distributed 175 media packages across Canada and partnered with Mosaic to deliver 30,000 samples.

Meanwhile, the World’s Largest Air Hockey Tournament featured professional players like Nick Kypreos and Wendel Clark, with 20 air hockey tables, a Coca-Cola Zero sampling team, and a DJ. The event hosted two tournaments: the World’s Largest Air Hockey Tournament and the University Challenge.

Results:

The event achieved considerable success in various aspects. It received over 100 media mentions across Canada. Seven fraternities and sororities from the University of Toronto took part in the tournament, with 240 waivers signed and over 400 participants engaging in air hockey. Additionally, 24,000 cans of Coca-Cola Zero were sampled. The return on investment surpassed expectations, with sales of Coca-Cola Zero in one month surpassing the forecast for the entire quarter.