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Crispin Porter finds its own USP for Coke Zero

Long ago a very famous adman called Rosser Reeves invented the Unique Selling Proposition or USP. Reeves believed that ads were there to sell rather than entertain so he produced a slew of big campaigns at agency Ted Bates that hammered home the one, unique selling proposition until the audience screamed in pain (but bought the product).

Which is more or less what this new ad for Coke Zero from Crispin Porter+Bogusky does.

Without the pain of course.

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coke zero crispin porter+bogusky Rosser Reeves ted bates unique selling proposition usp

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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