Situation:
As Coca-Cola Thailand launched its zero-sugar, zero-caffeine innovation “Coke” Zero Zero in Thailand as its first Southeast Asian market, the brand aimed to drive mass awareness and establish nighttime refreshment habits without caffeine or sugar concerns. To maximize exposure around three campaign touchpoints (The Commons launch, Banthat Thong street-food series, and Siam Square mega event), Burson was tasked with orchestrating a high-impact PR and media relations strategy to capture mainstream, lifestyle, and youth audiences under the concept “Enjoy your Stylishly Fizzy every night to the Zero Zero Limit.”
Solution:
Burson executed an agile PR strategy plugged directly into Coca-Cola Thailand’s campaign rollout. To maximize earned coverage, PR tailored messaging for Business, marketing, entertainment, and lifestyle media; distributed authentic event photography and product packshots instead of commercial KVs to drive higher news pickup; and engaged 170 journalists from 104 media outlets on-ground. Furthermore, PR leveraged the high-engagement Magic Makers (Billkin, Pond, Phuwin, PUN) at media backdrops, using interactive event hooks like song-swapping to spark real-time coverage and viral social media amplification.
Success:
The PR execution delivered record-breaking earned media exposure for Coca-Cola Thailand. The Siam Square mega event became the brand's highest earned media event in past five years with 741 coverage pieces in one week. In total, PR secured 808+ earned coverage pieces, USD 2.98M in PR value at 100% positive net sentiment, 39.78M+ organic impressions, 3.04M+ engagements, 1.17M+ video views, and double #6 trending spots on X, successfully establishing Coke Zero Zero in Thai culture.