Coca-Cola Zero James Bond Zero Zero 7

As an official partner for the latest James Bond 007 movie, Quantum of Solace, Coca-Cola Zero needed a Visual Identity System (VIS) to communicate this unique global relationship. In 2007 Coke Zero significantly under delivered on sales volume. Forming this movie partnership provided the brand with the opportunity to borrow equity from the James Bond franchise in an effort to force consumers to take notice of Coke Zero and drive brand desire. Thus, the VIS was a key driver in achieving this business objective. We also devised the ‘Zero Zero 7’ strap line, which was subsequently elevated to the ATL campaign idea.

This partnership between Coca-Cola Great Britain, Sony Entertainment and the biggest franchise in motion picture history, was the first major collaboration for Coke Zero brand on an international stage since its successful new product launch in 2006. From a UK initial requirement, the VIS was subsequently activated in over 50 key markets worldwide, second only to the Beijing Olympics. Not only did the campaign reinforce the brand identity with its core consumers of 18–24 year old males, it yielded a significant ROI with every $1 spent returning over $18 of media exposure.