It’s a couple of months out from the start of summer in Australia which means three things are a given: the onset of daylight savings, the sound of cicadas outside your window and a new Coke marketing push.
To underline this change in seasonality, Coca-Cola South Pacific has announced the launch of its 'Coke Come Alive' campaign, dedicated, the company says, “to showcasing the uniqueness of each Coca-Cola product and celebrating the great taste benefits they provide. The aim of the campaign is to drive growth and embed the role of the brand in the lives of youth consumers.”
The 'Coke Come Alive' campaign will launch with a series of TVCs across TV, digital & mobile video and cinema. One TVC will focus on the Coca-Cola family of brands as a whole and dial up the over-arching campaign messaging, while other TVCs will focus on each individual variant in its own right, including Coke Life, Coke Zero and Diet Coke and highlight the differences between the products. Additional outdoor advertising will be rolled out to amplify campaign and product messaging, and build awareness.
Dianne Everett, Group Marketing Manager Coca-Cola Trademark, Coca-Cola South Pacific, said: "We want Australians to re-appraise the uniqueness of Coca-Cola's uplifting refreshment and what each product has to offer. Our campaign will bring the brand to life in the coming months designed to engage and connect with Australian consumers."
Further campaign activity will be announced in the coming months as Coca-Cola gears up for the summer season.