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Gen Z are thrill seekers and fun lovers who crave experiences. Thorpe Park, known for its adrenaline-fuelled rides and youth-driven footfall, presented the perfect backdrop for our experience in a place where the target audience was already seeking adventure.
Our research showed that physical engagement and competition increase memory recall and brand affinity, especially when paired with sensory touchpoints like taste. So, gamification paired with sampling became the bedrock of our strategy.
The “Ride the Zest” concept was bold, transforming flavour into an adrenaline-pumping game. The centrepiece - a branded Rodeo machine shaped like a massive Coca-Cola Zero Sugar Lemon can.
Consumers challenged each other to get the highest time seated on the swinging soda can, logging top scorers on a live leaderboard. The top five “Ride the Zest” scores won prizes, including Gold Annual passes to Thorpe Park.
To amplify the experience, ice-cold samples of CCZS Lemon were given out to refresh passersby over the balmy May Bank Holiday.
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