Coca-Cola Zero Sugar – Mass Sampling Campaign

Client: Coca-Cola

Brief & Objectives

We helped agency MKTG pitch and win Coca-Cola Zero Sugar in the UK, which led to TED Staffing being appointed as the official technology, staffing and logistics partner on the campaign to date. Back in 2017 our not so small task was to recruit an additional +2 million drinkers to the new brand, whilst highlighting the need for responsible recycling.


• Deliver a nationwide sampling campaign that would recruit large numbers of drinkers to Coca-Cola Zero Sugar
• Activity to span key retail, transport, urban, sporting and entertainment locations
• Build a technology platform to report on key metrics in real time
• Temperature control all samples at all times
• Achieve agreed KPI compliance on key messages

The Solution

We selected, trained and managed a team of Coca-Cola Brand Hero’s who also were passionate about conservation and sustainability, as predicted for on their assessments. Over 1400 brand ambassadors worked with us in hundreds of locations and events. Our proprietary tech was invaluable in managing the work flow, capturing data and ‘can temperatures’, but also in staying in touch with our staff and keeping them motivated and focussed.

The Results

  • Over 8m perfect serve samples direct to consumers
  • Over 8m coupons distributed
  • 17% uplift in sales
  • 24% coupon redemption leading to further sample
  • Created a bespoke online Coca-Cola Portal to measure campaign metric over multiple years
  • 1,235 strong staffing team trained and coached across 10-month period
  • 1,635 live events hosted across 492 locations
  • c44% of sampled cans recovered for recycling
  • 94% compliance on key messaging [measured by client]
  • 458 vox pops
Coke Zero Sales agent
Coke Zero Brand Ambassadors
Coke Zero vouchers
Coca-Cola Brand Ambassadors
Coca-Cola Zero Field marketing
Coca-Cola Zero Sampling
Coke Zero Sampling

Our Services

Brand Experience

Pop ups & roadshows
Immersive events
Live broadcast experiences
Large-scale sampling
Product launches

Field Marketing

Crafting the sales experience
Staff selection, training & management
Live campaign optimisation
Data-led insights & evaluation


Retail Marketing

Retail staff management & training
Mystery shopping & merchandising
Reselling products
Brand audits & compliance


Contact us

Contact us:
TED Experience,

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