Ogilvy India, as part of WPP Open X, has launched a refreshingly unique new campaign for Coke Zero titled ‘Coke Zero Auditions’. What makes it stand out? There’s no bottle, no can, no product shown at all—yet the message comes through loud and clear: Coke Zero delivers full flavor with zero calories.
In the campaign, aspiring actors were invited to audition for what seemed like a typical casting call. Their task? Pretend they’re sipping a Coke Zero—without holding anything in their hand. Just using imagination and performance, they had to make it feel like a real, refreshing moment.
Here’s the twist: these auditions weren’t for a future commercial—the auditions were the commercial. The final film features clips of these actors “drinking” from invisible cans, showing us in the most minimalist way how Coke Zero refreshes like a real Coke but has zero impact on your calorie intake.
There’s no voiceover, no taglines, no branding, and not even a glimpse of the product itself. And yet, the campaign captures the essence of Coke Zero perfectly—all the taste, none of the calories.
Greishma Singh, Vice President of Marketing, Coca-Cola India and Southwest Asia, said:
“Across geographies and generations, Coca-Cola is known for its taste and iconicity—and Coke Zero for the same great taste with no calories. This campaign embraces a very clever, simple idea to bring that to life without typical advertising techniques or even showing the product.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, added:
“We realized the biggest inspiration lies in the name ‘Coke Zero’ itself. In the spirit of ‘zero’, we created a campaign that shows zero impact by not showing the product at all. Sometimes the simplest ideas create the most magic.”
With this campaign, Coke Zero proves that you don’t need flashy visuals or heavy messaging to make a powerful statement—sometimes, less really is more.
Credits
Ogilvy
Chief Creative Officer, Ogilvy APAC: Reed Collins
Chief Creative Officer, Ogilvy India: Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Creative Team: Karunasagar Sridharan, Darshan Dhonde, Nishigandh Dhende
Account Management Team: Nikhil Mohan, Anas Dalvi, Tasneem Loharchalwala, Nikunj Bhanushali
Production House: Good Morning Films
Editor: Boxcutter
Coca-Cola Team
Vice President Marketing, INSWA OU: Greishma Singh
Senior Manager, Creative Strategy, Coca-Cola INSWA: Aabir Chatterjee
Senior Manager, Social Engagement INSWA: Pavan Nagpal
Senior Manager, Marketing, Coca-Cola Choices: Shrey Vig
