1. Coca-Cola Zero Basic equity

2. Coca-Cola ZERO basic equity Basic Coke Zero message covers intrinsic communication

3. Basic equity sampling setup Energetic communication (hostesses) Coca-Cola Zero samples! An iPad application for consumers who take on the Coke Zero challenge

4. Basic scenario – samplng team _Timing _04.07. – 28.08.2010 r. _Promotional teams _2 sampling Hostesses _1 Hostman _Supervisor _1 Technical person _Working hours _10:00 – 18:00

5. Outfit elements _Girl - /cold/ version _Tight outfit+belt _Coat (if it is really cold) _Military look cap _Sunglasses _Shoes _Boy - /cold/ version _Military look cap _Sunglasses _Black hoodie _Black combat pants _Black t-shirt Uniforms can be evaluated as „incomplete” if 2 elements of listed above are missing in all team members together Jacket or hoodie is not required if it’s hot

6. Outfit elements _Girl - /hot/ version _Shorts+belt _Boxer shirt _Military look cap _Sunglasses (option) _Sandals _Bikini underwear (only roadtour) _Boy - /hot/ version _Military look cap _Sunglasses (option) _Black hoodie (if it’s cold) _Black combat pants _Black t-shirt Black bikini underwear Girl sandal Uniforms can be evaluated as „incomplete” if 2 elements of listed above are missing in all team members together

7. Coke Zero

9. Coca-Cola Zero High equity

10. + High equity sampling setup Energetic communication (hostesses) Coca-Cola Zero samples! An iPad application for consumers who take on the Coke Zero challenge Same as CITY sampling Heli Hanger

11. High equity scenario

12. Heli Hanger is an engaging background to make unique photos In high equity approach there is a dedicated team member – Hostman (who wears same uniform as other team members) responsible for shooting photos of the consumers Every consumer whom we made a photo gets a special branded card with an access to his photo via web