a new macho ad campaign: The Impossible Made Possible.
The six-month push will include cinema, TV, outdoor and digital ads . The TV ad shows a man waking up in his girlfriend's messy bedroom.
As she walks to the shower, her father begins knocking on the locked door. After
the man gulps down a Coke Zero, a SWAT team crashes through the window to help tidy the flat and airlift
him to safety.
The ad is designed to
appeal to the brand's target
twenty something male consumer, according to Coca-Cola, and
follows last year's link-up with the James Bond franchise.
Marketing director Cathryn Sleight said: "The tongue-in-cheek humour woven into this campaign reinforces the message that the impossible - such as
Sugar - can happen."