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  • SUB CATEGORY :
    EXHIBITIONS & INSTALLATIONS
  • ENTRANT COMPANY :
    DENTSU INC., TOKYO
  • TITLE :
    LIVING MART BY COCA-COLA ZERO
  • BRAND :
    COCA‑COLA ZERO SUGAR
  • ADVERTISER :
    COCA‑COLA (JAPAN) COMPANY, LIMITED
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    TATSUKI TATARA
  • ART DIRECTOR :
    RYUJI FURUKUBO
  • COPYWRITER :
    JUYOUNG YUN
  • CREATIVE TECHNOLOGIST :
    MOMOKA NAKAYAMA/RYONOSUKE ONO/KEITA KUKI/
    KO MIKUNI/KAI YOKOYAMA/RYUICHI ISHIKAWA/
    YU NISHIYAMA
  • PRODUCER :
    KEIJI YAMANAKA
  • CG ARTIST :
    JUNJIE SUN
  • ACCOUNT DIRECTOR :
    ANNA TOYOSHIMA/HIROAKI FURUBAYASHI/
    TOMOMI MASUDA/YOSHIMI TAGO
  • PLANNER :
    JUYOUNG YUN
  • MEDIA AGENCY :
    DENTSU INC., TOKYO
  • PR AGENCY :
    DENTSU INC., TOKYO
  • FILM PRODUCTION COMPANY :
    TYO INC. THIRD/TYO INC. MONSTER, TOKYO
  • FILM PRODUCER :
    GOKI SATO/HIROSHI KUBOTA
  • POST-PRODUCTION COMPANY :
    TASKO INC., TOKYO/
    FRONTIER INTERNATIONAL INC., TOKYO/
    GENEROSITY INC., TOKYO
  • TECHNICAL DESIGNER :
    NANAMI UEMATSU/TAMIO HAYASHI/
    TATSUO HAYASHI/SOMA NAGAHARA/
    MISA HANEDA/KEISHU NAKAJIMA/
    TOSHIAKI MATSUMOTO/YOSHIYUKI SAITO
  • POST EXECUTIVE PRODUCER :
    DAISUKE MIYAZAKI
  • POST PRODUCER :
    NAOHIRO TSURUMI/TATSUKI MACHIDA/YOSHIYUKI SAITO/
    HIROKI MURAKAMI
  • CAMPAIGN SUMMARY :
    【Idea】
    LIVING MART by Coca-Cola ZERO #CokeZeroLivingMart
    -where you can find your one-and-only Coke ZERO

    Located in Harajuku, the trendsetting hub for Japanese Gen Z, the store offers a unique experience designed to create a "fateful encounter" with Coca-Cola Zero. Through an exciting, Coke-branded approach, we've crafted a drinking experience that fosters a special bond.

    Leveraging AI and robotics, we've created a space where customers can encounter 10,000 unique Coca-Cola Zero characters with their own stories. These one-of-a-kind encounters elevate Coca-Cola Zero from a mere product into a special companion.


    【Experience Design】
    We designed a seamless immersive experience that creates a "fateful encounter" with Coca-Cola Zero. Rather than having a person interact with the customer, the Coca-Cola Zero itself directly communicates with the visitor.

    From 10,000 cans, customers select a single can. When scanned it at the register, they discover the unique personality, occupation, and hobbies of their chosen can. Visitors are intrigued by the personality of their Coca-Cola Zero and share their experiences on social media, enjoying the taste with a special connection.
  • CREATIVITY/IDEA/INSIGHT :
    Japan has a deep-rooted animistic belief called "yaoyorozu," where spirits inhabit all things. Inspired by this culture, we created "LIVING MART," a place where people can experience a "fateful encounter" that transforms Coca-Cola Zero from a just product into a special companion.

    By imbuing each of the over 10,000 cans with a unique human-like personality and backstory, we breathed life into Coca-Cola Zero, transforming it from a generic product into a one-of-a-kind entity and creating a unique brand experience.

    While customization has been used to create personalized products, this has often focused on superficial visual differences. However, products with a special engagement foster deeper connections, creating unique memories and stories between the product and the consumer.
    With LIVING MART, we've harnessed cutting-edge technology to generate new narratives for over 10,000 cans, allowing each consumer to have a unique drinking experience and personal story.
  • STRATEGY :
    Gen Z, our target audience, seeks out products with a narrative and values that resonate with them. While Coca-Cola Zero has high brand recognition, it often faces preconceived notions of being tasteless or boring, hindering engagement.

    ■Video-Friendly Design Targeting Gen Z
    Gen Z primarily consumes content on social media, especially video. Our campaign was designed to be highly shareable on social media, featuring products that seemed to come alive. This not only stimulated a desire to visit but also served as an entertaining ad that reshaped the perception of Coca-Cola Zero.

    ■A Free and Spontaneous Experience
    The store was designed to mimic a real-world retail environment, allowing visitors to explore freely. By avoiding a scripted experience, we encouraged Gen Z to interact with the brand and Coca-Cola Zero on their own terms. As a result, Gen Z became fully immersed in the event, voluntarily creating and sharing videos on social media. Many spent extended periods in the space, enjoying the experience with friends, such as comparing the unique profiles of their Coca-Cola Zero cans.
  • EXECUTION :
    A pop-up store, "LIVING MART," opened in Harajuku, Tokyo, for approximately two weeks from February 6th to 18th, 2024.
    Harajuku is a hub for Tokyo's youth and a trendsetter. A colossal store opened at its entrance.

    Despite no promotions outside our owned media, the iconic exterior and unique in-store experiences ignited a viral sensation among Gen Z. Customer-created report videos shared on social media resulted in long queues until the event's end.
  • RESULT :
    Media Coverage: 195+ articles
    Advertising value equivalent: Over 130 million yen
    Number of visitors: Over 13,000 (KPI: 130% exceeded)
    Average Stay: 20 minutes


    Upon entering the store, many Gen Z visitors immediately took out their smartphones to record videos. They voluntarily edited these videos and shared their experiences with Coca-Cola Zero on social media, creating a viral buzz.
    Throughout the two-week period, long queues formed from opening to closing, resulting in a 130% increase in visitors over the KPI.
    Many Gen Z visitors stayed for extended periods, freely enjoying their encounters with Coca-Cola Zero and the unique store experience.