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Zero solace for Coke`s James Bond campaign

29-Nov-2008 • Quantum Of Solace

James Bond fans could hardly miss the fact that there was a quantum of cash tied up in the last outing of the British super-spy, reports The Telegraph.

Sony, Avon cosmetics and Coca-Cola all hitched a ride on the Aston Martin for the latest film. Avon produced its Bond Girl perfume; Sony blew Bond up in advertisements flogging its televisions; and Coca-Cola… well, Coke produced something like a mini-Bond film to push its male-focused Coca-Cola Zero brand. For those who missed it, the ad included a car chase, underwater scene, a fight, gorgeous girls and, of course, a kiss to finish on. Everything a 20-year-old man, Coke Zero's target audience, could desire. But did it get them slurping the black stuff?

"The Bond partnership has been a great success," is what Coke reckons, "increasing 'Coke Zero's market share and repeat rates during the activation period. The new, edgier Bond persona is the ultimate embodiment of the 'Coke Zero'…"

Unfortunately the figures don't have quite as much fizz, at least not the ones Dashwood has seen. Spend on advertising over October, when the Bond film came out? Well, for your eyes only (sorry couldn't resist), it was over £1m. The outcome? Market share of 4.1pc still way down on the market share at launch.

Coke Zero is still not Coke Hero its seems

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