Coca-Cola Drinkable Billboard

When the billboard itself gives you a taste.

THE GOAL: Create a A BOLD, DISRUPTIVE, & IRRESISTIBLE sampling mechanism that romances the great taste of Coke Zero and evokes a craving for Millennials to try it.

In order to get more people to try Coke Zero, Pat Conreaux and the team at IMG LIVE partnered with Specialized Mobile Exhibits to design, engineer and fabricate a first-of-its kind billboard that literally turned a traditional advertising element into immediate trial opportunities.

Driven by Coke Zero's imaginative "Drinkable Advertising" campaign from Ogilvy & Mather NYC, the Drinkable Billboard not only highlighted the intrinsic priorities of the Coke Zero brand, but also created an experiential spectacle that was 100% programmable, transportable, and capable of dispensing 1000s of ice cold samples per day.

THE RESULT: A unique form of “drinkable” advertising that enticed thirsty millennials to try Coke Zero on the spot at music festivals and sporting events across the country.

ECD: Patrick Conreaux

CD: Whitney Patel

Agency: IMG LIVE

Fabrication: Specialized Mobile Exhibits (SME)