The Coca-Cola Company has launched ‘Fizz or Sizz’, a campaign set in Japan that invites audiences to distinguish between the sound of Coca-Cola fizzing and the sizzling of karaage, a popular Japanese fried chicken dish.
The campaign is based on the similarity between the sounds, asking audiences a simple question: is it sizz or fizz?
Rolling out across radio, digital out-of-home, and social media, the campaign invites audiences to listen and engage in real time. Correct guesses can reward participation with a chance to win a free Coke, daily over the course of the week-long activation.
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‘Fizz or Sizz’ uses sound and participation to engage audiences. By placing the fizz of Coca-Cola alongside the sizzle of freshly cooked food, the campaign connects the two sounds through a guessing game. The activation runs across radio, outdoor and social channels, where audiences are invited to take part.
“Sound has a way of triggering recognition in an instant. ‘Fizz or Sizz’ brings together two familiar noises that often blur together, inviting you to listen closely to the crackle of food and the first response of a drink opening or being poured,” said Tish Condeno, Senior Director, Coca‑Cola Trademark Category, Coca‑Cola Japan.
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“The result is a light, interactive moment for Coke lovers rooted in food and refreshment.”
‘Fizz or Sizz’ will run across Japan via radio, OOH, social, and in-store engagement touchpoints.
The campaign was developed by WPP Open X, led by Grey, supported by Ogilvy, WPP Production, and WPP Media.