Nowhere loves to party more than Berlin – fuelling the upbeat tempo of the city’s buzzing nightlife, the PR launch of the new COKE Zero Sugar took place during the world-renowned Berlin Fashion Week. An occasion they have staged events around in the past, collaborating with brands such as DIESEL or artists such as German photographer Ellen von Unwerth.
Twice a year Berlin becomes an international showcase for fashion and lifestyle. At Berlin Fashion Week, fashion enthusiasts, buyers, trade visitors and media representatives meet at shows and awards, pick up tips at trade fairs, visit exhibitions and external events. The Coca-Cola Company, the world’s #1 soft-drink manufacturer, is passionate about beverages. New year, new twist: an enhanced, sugar-free taste and a fresh design – the new Coca-Cola Zero Sugar.
For the launch of the new COKE Zero Sugar, Coca-Cola invited celebrities, influencers and creators from across Germany to this exclusive press event at Club Gretchen in Berlin. Located in Kreuzberg, the club boasts a vaulted ceiling on columns as well as a cool outdoor courtyard. Offering live performances to their guests from acts such as ‘Alle Farben’ and ‘Pretty Pink’ during the evening, while CLY – as the main event agency – managed the entire pre-Fashion Week press launch that focused on experiential marketing.
We were responsible for the branding of the event, making sure we created the best possible brand experience for Coca-Cola customers, and were co-responsible for guest management, which included red-carpet management, celebrity bookings and influencer marketing. As an experiential marketing agency, we are driven by innovative and unprecedented ways of advertising. With this in mind we designed and produced the LED art installation and ice cubes including COKE Zero Sugar bottles in the background, which were undoubted highlights of the evening.