Sizz or Fizz
In Japan, karaage is usually paired with tea or beer. Coca-Cola wanted to join the conversation. Luckily, the fizz of Coca-Cola and the sizzle of fried chicken were already having one. Because they sound exactly alike. That unexpected discovery became Sizz or Fizz?, a daily game where people listened, guessed, debated, and confidently got it wrong. The result was a national conversation that made Coca-Cola and karaage feel like they had always belonged together.
Hear It To Believe It
The challenge began on radio. Before people could see it, share it, or debate it, they had to hear it. And once they did, they couldn't stop wondering: was it sizz or fizz?
A Sound You Couldn’t Ignore
The same recordings appeared on DOOH across Japan. A sound people had heard thousands of times suddenly became something worth stopping for.
Follow The Sound
Every touchpoint led to Coca-Cola Japan's X account, where people could listen, guess, and come back every day for a new challenge.
Everyone Had An Answer
Some heard chicken. Others heard Coke. Nobody seemed completely sure. The debate spread across social feeds, turning a simple sound into a national conversation.