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We had to change the perception of CCNS, making it cool & great tasting for teens. And we had two clear barriers: Coolness and taste. For a fresh positioning we needed a fresh perspective.
The question became: What does coolness taste like for teens?
Taste is so much more than sugar / no sugar. Taste can be a metaphor, a mindset, a trend. And we saw an opportunity: To position the taste of CCNS as aspirational, beyond a flavor, an attitude.
And the taste of saying NO when it comes to teens, has a peculiar edge.
That's why with CCNS, you enjoy the taste of NO.
That's why with CCNS, you enjoy the taste of NO.
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/ee6fad126939697.613882284fd0a.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/79a5de126939697.6137b5e6ad4bf.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/8d6af9126939697.61388228501e5.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/7ad1b6126939697.61389b19ee858.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/3872f1126939697.6137b5e6ae8a7.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/76f2aa126939697.613882284ecb0.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/f4c8ee126939697.6137b5e6aeea4.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/936e8e126939697.6137b5e6af45a.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/43fdba126939697.61389b19ee10b.jpg)
![Coca Cola coke art direction key visual Advertising print ad OOH kv moodboard print](https://mir-s3-cdn-cf.behance.net/project_modules/1400/5c18ab126939697.6137b5e6acf2e.jpg)
Agency: Mercado Mccann
Client: Coca-Cola South Africa
Art Director: Ivan Zimmermann
ECD: Nico Massimino
Creative team: Benjamin Tornquist, Ivan Zimmermann