Coke Zero Brings Icy OOH Moments to Rathmines

Coca-Cola Zero Sugar is celebrating 20 years since its global launch with an exciting new Out of Home (OOH) campaign in collaboration with Posterplan Ireland and Essencemediacom. Building on the success of last year's “Take a Taste” series, this campaign highlights both zero-sugar and zero-caffeine features of the beverage, with the tagline “Best Coke Ever?”—a bold question that's taking the streets by storm.

A Striking 3D Installation

The campaign kicks off with a stunning 3D display atop a bus shelter on Rathmines' vibrant main street, an area famous for its student-heavy crowd. The eye-catching installation features a large Coca-Cola Zero Sugar can surrounded by oversized, ice-like cubes that light up at night, ensuring the installation remains visible even as the evenings grow shorter. This special build captures the attention of passersby, providing a memorable experience for the community.

Supporting the Bigger Picture

This attention-grabbing display is part of a broader OOH campaign, with Posterplan collaborating with XL Media for production and JCDecaux as the media owner. This multi-channel approach has been key to ensuring that Coca-Cola Zero Sugar's presence is felt far and wide, both on the streets and across digital platforms.

Coca-Cola’s Commitment to Engaging Gen Z

Rebekah Hitchmough, marketing manager at Coca-Cola, shared her enthusiasm: “We’re thrilled with how this standout ‘Best Coke Ever?’ special build came to life in Rathmines. With Coca-Cola Zero Sugar as the hero, this was part of the final burst for our Gen Z-centric campaign that included a strategic media plan via Digital, Social, OOH & TV, influencer strategy with a PR stunt, and a nationwide sampling plan. Encouraging our target audience to try the ‘Best Coke Ever?’ has been our ultimate goal, and collaborating with Essencemediacom, XL Media, Posterplan, and JCDecaux has made this campaign a success we are all really proud of.”

Connecting with the Community

Sean Foran, client manager at Posterplan, emphasized the importance of reaching Gen Z in the fast-paced world they live in: “We wanted to bring something striking to Rathmines that captures the vibrant energy of the area and connects with the target audience. Gen Z is always on the go, so reaching them where they are is essential. By showcasing Coca-Cola Zero Sugar in such a prominent way, we’re not just promoting a product; we’re engaging the community. Collaborating with Essencemediacom, XL Media, and JCDecaux has allowed us to release our creative side and have some fun with this campaign.”

OOH: A Powerful Channel for Gen Z

Cathal O’Donovan, account director at Essencemediacom, highlighted the value of OOH media: “With a need to capture the attention of Gen Z in the digital age, OOH remains one of the best channels to drive impact. Working with our partners Posterplan and XL Media, we wanted to create something in a youthful area that couldn’t be missed, and this was absolutely achieved. Is this the Best Coke Ever? I think so!”

This collaboration between Coca-Cola, Posterplan, Essencemediacom, XL Media, and JCDecaux has resulted in a vibrant and impactful campaign that perfectly blends creativity with engagement, showcasing the power of OOH to reach and inspire a dynamic audience.

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