By transforming the iconic Coca-Cola Zero Sugar Zero Caffeine fizz into soothing white noise, VML in collaboration with WPP Studio X gave Gen Z a moment of calm while seamlessly integrating into their relaxation playlists.
The Zero Disruption Ad
An audio ad for Coca-Cola Zero Sugar Zero Caffeine that doesn’t feel like an ad, seamlessly blending our fizz into calming white noise
Client
- The Coca-Cola Company
Office
- Spain
How do you create an ad that doesn’t sound like an ad?
Seven in 10 Gen Z struggle with anxiety and some form of sleep disorders, highlighting a significant need for relaxation. While Gen Z relies on white noise for relaxation, streaming it for over three million hours daily, their experience is constantly interrupted by disruptive ads, creating a tension between their needs and the advertising landscape.
The insight that Gen Z values uninterrupted moments of calm inspired us to rethink how advertising could meet their needs without disruption.
To reach Gen Z in a meaningful way, we created an audio ad that doesn’t feel like an ad. By transforming the iconic Coca-Cola Zero Sugar Zero Caffeine fizz into calming white noise, we seamlessly integrated into Gen Z’s existing white noise playlists, providing a moment of calm without the jarring interruption. We also crafted a full playlist – over three hours long – made entirely from the red noises found in Coca-Cola Zero Sugar Zero Caffeine.
- 600,000+ unique listeners
- 5x engagement from focus playlist listeners
- 5M+ impressions
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