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The campaign is based on an oddball thought, that the executives at Coca-Cola who sell the flagship Coke Classic brand want to hire lawyers to sue their co-workers who sell Coke Zero.... In one commercial, a person identified as an actual lawyer who is not in on the joke, tells two actors portraying Coke Classic executives: 'It'll be dismissed. You'll be humiliated.' Other ads in the same litigious vein ask if you are 'a victim of taste confusion,' offer to help you 'sue a friend,' and even assert that 'Coke Zero stole the taste of Coke,'" a New York Times article said.
As a way of appealing to a more technologically-savvy generation between the ages of 18 and 34 and of branding Coke Zero as a hip product, much of the advertisements are being sent out via email, website banners, and video clips.
The campaign launched mid-February when videos were placed on select file-sharing sites such as LimeWire and on video websites such as YouTube. In addition, web banners urging people to sue their friends and radio spots asking people to call 877-SUE-ZERO to reach the fake law firm of Covet & Yourminy began running in early March.
The "notion is to show what happens inside the company when the company sees people getting confused between Coke and Coke Zero," Alex Bogusky, Vice Chairman and Executive Creative Director at Crispin Porter said in a New York Times article. "People just love the fact this company is making fun of itself," he said. "There was some trepidation, but it's a fun idea."
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