Ad watchdog doesn’t slap Dick over “inappropriate”, innuendo-filled ad

 

A Dick Smith Foods advertisement featuring repeated use of the phrase “I love Dick” and a burning boat with asylum seekers has been deemed “inappropriate” though not racist by the Advertising Standards Board.

Mumbrella reports that the television ad, which was released on Australia Day this year, was considered “insensitive and inappropriate” by the ASB.  The complaint against the ad read, “This contained offensive material where Dick was seen to declare ‘no wonder everyone’s trying to get here!’ in front of images of actors, who I assume were supposed to be asylum seekers arriving on shore with the image of a burning and sinking boat in the background. Please get this racist crap off our screens. It’s offensive and inaccurate.”

The ad was created by Downwind Media and was also critical of US-owned food companies Kraft and MasterFoods. It was not granted a G-rating, meaning that it could not be screened during prime-time.

Dick Smith Foods said that the commercial was, “clearly satirical, juxtaposing the sad fact that immigration in Australia is a highly contentious, topical issue against the clearly farcical assertion that the Dick Smith Food’s product is the reason for the increasing number of immigrants.”

The company also said that Smith himself, a high-profile entrepreneur, and his organisation has donated “considerable financial support” to individuals seeking asylum in Australia.

The determination reached was that the ad did not breach advertising rules and “did not depict material which discriminated against or vilified any person or section of society” though was insensitive towards those seeking asylum who were victims of boat accidents.

The complaint was dismissed.

Earlier in the year, Dick Smith Foods was threatened with legal action by Heinz over allegedly misleading claims on DSF’s cans of beetroot that targeted Heinz.

 

Image: crn.com.au

Fanta playing around with new flavours

Soft drink brand Fanta has launched a new campaign centring on creating more play.

Titled Fanta Flavour Lab, the campaign is calling on Aussies to ‘Mix, Name and Share’ their own Fanta flavour combinations.

An animated TV ad goes to air on Sunday introducing their new grape, mango passionfruit and a limited edition sour watermelon flavours.

The campaign’s focus is on a Fanta Flavour Lab app where Aussies are asked to play different mixing games, earn Fanta tokens and compete for prizes, including white Samsung Galaxy Tab 2s with Fanta branded cases.

“The Fanta Flavour Lab campaign is all about celebrating self-expression by inspiring Aussies to test out and mix Fanta flavours together and find their favourite mixes,” Fanta marketing manager Delia Maloney said.

“With the arrival of three fantastic new flavours last month of grape, mango passionfruit and sour watermelon, Aussies now have eight delicious Fanta flavours to mix, name and share.”

The campaign rolls out across out-of-home, digital, social media, cinema and experiential sampling activations in shopping centres.

Fanta flavour lab carts will tour the country along with interactive digital games from the Fanta app.

The app is available on Fanta Australia’s Facebook page and on smart phones through the Apple app and. Google Play stores

Why we launched Meat Free Week: founders

Here, Melissa Dixon and Lainie Bracher, the founders of Meat Free Week, defend their campaign, which is receiving serious backlash from producers, industry organisations and passionate meat-eaters.

Our hope is that Meat Free Week (18-24 March) will create conversation around meat consumption and production.

It’s not about encouraging people to become vegetarian or to give up meat for life. Rather it aims to raise awareness of factory farming and reduce meat consumption (all meat, including fish).

Factory farming is a method that raises animals for meat (and other animal products such as eggs and milk) as if they’re machinery and disregards the fact that they have an emotional experience of the world.

It causes the most suffering to the largest number of animals in Australia – more than 500 million every year. The animals mainly impacted are chickens and pigs.

In terms of meat consumption, Australians eat 190,000 tonnes of meat per annum and with an average of 120kg of annual meat consumption per capita, Australians are ranked as the second biggest meat eaters in the world (behind the USA).

According to a report released by the Australian Institute of Health and Welfare, Australians eat almost three times as much meat as the world average.

While developing Meat Free Week, we were most surprised by the overwhelming body of research on the detrimental effect meat production has on the planet and its resources.

There are massive consequences if we choose to remain on our current path of a western diet based around meat, notably chronic water shortages within the next 40 years. The world, quite literally, cannot sustain the amount of meat we’re eating.

The question we keep asking ourselves; what’s it going to take for people to start talking about this?

For too long the debate has been around whether you’re a meat eater or not; it’s a highly emotional issue and all that’s been achieved is a greater divide.

Very few people are talking about responsible and ethical meat consumption and that is what we aim to do with Meat Free Week. And if animal welfare or the environment is not enough, then we hope at least the issue of human health will get people thinking and talking.

Eating less meat does not need to be as challenging as it seems. With the huge choice of fresh produce we have in this country, eating less meat can be both delicious and easy!

We are not suggesting people give up meat entirely; rather we hope that by understanding the benefits of eating less meat, consumers will choose to make a serious commitment to reducing their meat consumption.

We hope that when they do eat meat, they only choose meat that is ethically produced and sourced.

Meat Free Week, held from 18 to 24 March, is a national week dedicated to raising awareness of factory farming and reducing meat consumption. Funds raised will go to animal protection organisation, Voiceless.

Donations can be made until 30 June 2013. For more information about the campaign, click here.

Image: Melissa Dixon and Lainie Bracher

 

Luv-a-Duck to face court over ‘misleading’ claims

The Australian Competition and Consumer Commission (ACCC) has launched legal proceedings against duck processor, Luv-a-Duck, claiming its marketing is  misleading and deceptive.

The ACCC alleges that Luv-a-Duck engaged in false, misleading or deceptive conduct by use of one or more of the following statements on its packaging, website and brochures:

  • A statement that its ducks were ‘grown and grain fed in the spacious Victorian Wimmera Wheatlands’, and other promotional statements of a similar nature;
  • a statement that its ducks were ‘range reared and grain fed’.

Ducks processed by Luv-a-Duck, the ACCC claims, did not in fact have substantial access to outdoors.

ACCC commissioner, Sarah Court, said, "The ACCC's Compliance and Enforcement Policy lists credence claims as a new priority area, particularly those in the food industry with the potential to have a significant impact on consumers.

"Consumers must be able to trust that what is on the label is true and accurate. Businesses need to make sure they are not misleading consumers into paying a premium for products that don't match the claims made on the label," she said.

The matter has been filed in the Melbourne Federal Court's Fast Track List, with the first Scheduling Conference listed for 29 April, 2013.

Fellow duck producer, Pepe's Ducks, has also felt the wrath of the ACCC recently, taken to court for making similar claims about its 'open range' ducks. Earlier this year, the federal court ordered the company to pay $400,000 in penalties.

 

Rekorderlig announces new flavour

After making a game out of its latest flavour launch, cider brand Rekorderlig has announced the latest taste in its range is Passionfruit.

Launched this month, the Passionfruit flavour joins others in the range including Strawberry-Lime; Apple and Blackcurrent; Wild Berries; Pear; and Apple.

Nikki Langford, marketing manager, said "We are looking forward to bringing our new innovative flavour into the market. We feel confident that the new Passionfruit addition will be hugely popular amongst females and males, cementing our role as the leading fruit cider brand."

The new flavour has a less than conventional launch, which involved an interactive 'hide and seek' Facebook page.

Rekorderlig created a ‘Where’s Wally’ style game, hiding a bottle of the new Passionfruit flavour amongst the streets of Stockholm, Sweden. The competition used the same concept as Google Earth, where photos are taken in such high resolution that they allow viewers to zoom into the image in great detail.

In a bid to find the new flavour consumers had to scour the photograph to find the hidden image, buried amongst 300 Rekorderlig posters, images and signs. The person who discovered the new flavour was one of the first consumers in the world to receive a full case of the new Passionfruit cider.

 

Personalised labels: first Coke, now water

A French water brand, Wattwiller, has launched a new label for its water bottles – and it's blank.

The blank label allows consumers to personalise their own bottle of water.

According to Springwise, the campaign will be launched later this month and motivations behind it include sharing customers' scribbles on social media, using them for brand promotion and reducing litter by making consumers more attached to their personalised bottle.

The campaign is reminiscent of Coca-Cola's hugely successful 'Share a Coke' initiative, which saw the beverage giant print more than 150 names on its bottles.

Soon after the campaign was launched in late 2011, Lauren Thompson, communications manager Coca-cola South Pacific, told Food magazine "The Share a Coke' campaign has been led by deepening relationships with consumers."

Consumers with more unusual names were able to print their own labels via kiosks in Westfields outlets, and these also proved hugely popular.

"126,000 consumers have had custom-named cans created for them at our Westfield kiosks – this is five times our original estimations,"  Thompson said.

CCA also experienced a 92 percent increase in the number of posts on its Facebook page throughout the campaign, which ran through to 2012.

 

AFGC takes Choice’s findings with a grain of salt

The food manufacturing industry is proactively addressing salt levels in foods, says the AFGC's CEO, who dismisses recent claims by Choice that salt levels in some childrens' foods are "unacceptably high".

Consumer group, Choice, used data provided by The George Institute for Global Health, in reviewing the nutritional content of more than 240 products aimed at, or likely to be consumed by, children. Of those, 20 percent were classified as high in salt, nearly 60 percent had medium levels and 20 percent were classified as low in salt.

Choice referred to the salt levels as "unacceptably high" and was also concerned that childrens' breakfast foods and lunchbox items are being marketed as healthy products when in fact this may not be the case.

AFGC CEO, Gary Dawson, said "Levels of salt and other nutrients and energy are clearly displayed through the industry led Dietary Intake Guide (DIG) thumbnails on a wide variety of foods, including snack foods.

"While the most recent data from the 2007 National Children’s Nutrition and Physical Activity Survey tells us that breakfast cereals contribute only about four to five percent of Australian childrens’ sodium intake."

The food manufacturing industry is committed to improving the health of its products, by reducing salt and saturated fat, and increasing fibre, wholegrain, fruit and vegetable content, says Dawson.

Just last month Dawson welcomed the announcement – part of the Food and Health Dialogue – that food manufacturers, retailers and the federal government had united in their commitment to reduce sodium levels in savoury crackers.

"The AFGC and industry’s partnership with government, through the Food and Health Dialogue is supported by the Healthier Australia Commitment which aims to reduce sodium and saturated fat 25 percent and  12. percent energy in products and to promote healthier diets and increasing levels of activity," he said.

 

Rekorderlig hides new cider flavour for Facebook competition

Cider brand, Rekorderlig, is launching a new flavour, but it's not a straight-forward product launch. The company is leaving it up to consumers to uncover the latest taste in the range.

Marketing executive for Rekorderlig, Elle Lewis, said "Rekorderlig Cider is excited to announce the global launch of our latest flavour here in Australia. Hitting bars and stores early March, Rekorderlig has put the discovery of our new flavour in the hands of its 220,000 Facebook fans via their consumer app – The Beautifully Swedish Cider Hunt."

Rekorderlig has launched an app on Facebook which includes a 'Where's Wally? style game where a bottle of the new cider flavour is hidden amongst an image of the busy streets of Stockholm, Sweden.

The virtual competition uses the same concept as Google Earth, allowing viewers to zoom into the image in great detail. In order to uncover the new flavour, consumers must search the photograph to find 'the one' image, hidden amongst 300 Rekorderlig posters, images and signs.

The person that uncovers the new flavour will be the first in the world to receive a full case.

Other Rekorderlig flavours include Apple and Pear; Strawberry-Lime; Wild Berries; premium Apple & Blackcurrant; Mango & Raspberry and Orange-Ginger.


 

Packaged apples “horrific”, says health expert

A pharmacist and local radio commentator has expressed his disgust at marketing tactics recently employed by fruit company Goulburn Valley.

Gerald Quigley was referring to the new Goulburn Valley Fresh range of sliced and packaged apples. The bagged apples contain additives calcium ascorbate and calcium chloride to stop the fruit from browning and ensure it keeps its crunch.

According to thewest.com.au, Quigley said these chemicals are of "dubious health benefit" and he's angered that these marketing tactics are deemed as necessary in improving childrens' consumption of fruit.

"I am horrified that we have to use these sorts of marketing tactics to try and teach kids the value of eating an apple," he said.

However, SPC Ardmona (owners of Goulburn Valley) marketing and innovation director, Nicki Anderson, said Goulburn Valley Fresh aims to help time-poor parents by replacing lollies and chips as a healthier snack food alternative.

"We want Goulburn Valley Fresh to be the healthy alternative to a bar of chocolate during your afternoon break or putting a bag of chips into your child’s lunch box.  It’s all about convenience and ensuring a healthy option is now available for Australians to choose," she said.

 

Goulburn Valley’s packaged fruit to drive healthy eating

Goulburn Valley is trying to encourage Australians to eat more fruit by releasing a new range of sliced and packaged apples.

Launched in Sydney on 18 February with the help of the Irwin family, Goulburn Valley’s Fresh product includes ‘freshly sliced Victorian-grown apples in convenient ready-to-go packaging.”

The launch follows a survey of 1,511 families which found that almost 50 percent of 18-44 year olds report eating less than one serve of fruit a day, while 46 percent of families (with mainly preschool or primary school aged kids) report eating less than one serve of fruit a day.

SPC Ardmona (owners of Goulburn Valley) marketing and innovation director, Nicki Anderson, said Goulburn Valley Fresh aims to replace lollies and chips as a healthier snack food alternative.

“We want Goulburn Valley Fresh to be the healthy alternative to a bar of chocolate during your afternoon break or putting a bag of chips into your child’s lunch box.  It’s all about convenience and ensuring a healthy option is now available for Australians to choose.”

The product contains additives calcium ascorbate and calcium chloride, and is sold in a recyclable plastic bag.

According to nutritionist Susie Burrell the value-adding of the humble apple is yet another sign of how time-poor Australians are.

"The two additives are simply to stop the fruit going brown and to keep the apple crunchy they are pretty basic additives and not linked to allergic reactions,'' she told news.com.au.

“While having the apple chopped already will potentially lose some of the active compounds, such as antioxidants, for young children and boys who are less likely to eat fruit unless it is chopped up for them, this is a reasonable way to boost their intake of fresh fruit especially at school when squashed fruit is common.''

 

San Remo shoots goals with netball sponsorship

Pasta brand, San Remo, Macaroni Company has renewed its partnership with Netball Australia for a further three years, supporting the Australian Diamonds team.

San Remo first began sponsoring netball in 2008, throwing its support behind junior netball, the underage National Netball Championships, ANZ Championship and Australia Diamonds for the last five years.

The new three year agreement means the brand is a Gold Sponsor of Netball Australia until 2016, including throughout the 2014 Commonwealth Games and 2015 World Netball Championships.

Michael Neale, chief marketing officer for San Remo said "We see netball as a fantastic vehicle for engaging with our target market – the Main Grocery Buyer – who is predominantly female.

"We also know that interest in netball, particularly in the Australian Netball Diamonds, far exceeds the 1.2 million regular netball participants who, like Main Grocery Buyers, are predominantly female."

Neale said San Remo carefully selected netball as an appropriate sport for it to be aligned with.

"One of the most appealing things about netball is the calibre of the elite players. The Australian Netball Diamonds stand out as fantastic role models – not just as athletes but as people. This is really important when you have a high quality brand with strong traditional family values. You can't be too careful about with whom you associate," she said.

The brand will promote its "Eat Pasta to Play" intiative throughout the sponsorship, encouraging people to consider pasta as a key food in preparing for and recovering from physical activity.

 

Vittoria Coffee wins trademark infringement case

Cantarella Bros, the owner of coffee brand Vittoria Coffee, has won a trademark infringement case, protecting their 'Oro' and 'Cinque Stelle' trademarks from further unauthorised use.

In what was the final chapter of a two year lawsuit, a coffee distributor, Modena Trading, owned by Ian Pagent who also operates a number of luxury car dealerships, was yesterday found to have used Vittoria's signs as trade marks.

Cantarella Bros filed proceedings in 2011, alleging that Modena Trading, the exclusive distributor for Caffe Molinari, infringed Cantarella Bros' rights by selling coffee under the 'Oro' and 'Cinque Stelle' brands.

Cantarella claims it has built these two trademarks into powerful sub-brands', and has produced million of packs of coffee bearing the trademarks.

However, Modena argued that the usage of both terms (which translate to 'gold' and 'five stars', respectively) was a commonplace way of portraying quality and was used by numerous Italian-style coffee traders, including Lavazza Coffee, reports BRW.

In handing down the decision, Justice Emmett said, "I am not persuaded by Mr Pagent's evidence that he believed that Cinque Stelle and Oro were being used on the Molinari products simply as an indication of quality … I am satisfied that the use by Modena of Cinque Stelle and Oro is use of those signs as trade marks.

"I have concluded Modena's use of Cinque Stelle and Oro constitute infringement of the Trade Marks.

"It follows from the findings and conclusions set out above that Cantarella is entitled to orders restraining future infringement of the Trade Marks by Modena," Justice Emmett said.

Vittoria CEO, Les Schirato, said he is disappointed that his attempts to resolve the matter out of court failed, but is determined to protect the Vittoria brand.

"We have been roasting coffee in Australia since 1958. Over that time, we have built a significant reputation and consumer trust, in all our trademarks. We are committed to protecting our intellectual property rights," he said.

It's not all good news for Cantarella, however, which failed in its claim for damages. According to BRW Modena was found not to have engaged in misleading or deceptive conduct, or for passing off their products as Cantarella's.

 

Dick Smith vs Heinz in beetroot barney

Food manufacturer Heinz is threatening to sue controversial entrepreneur and advocate for Australian business, Dick Smith, who has referred to Heinz's products as poor quality.

Labels on Smith's Magnificent Sliced Beetroot read "When American-owned Heinz decided to move its beetroot processing facility from Australia to New Zealand causing hundreds of lost jobs, we decided enough is enough.

"So we are fighting back against poor quality imported product."

According to stuff.co.nz, Smith has told New Zealand Radio that if taken to court he will be defeated, but stuck to his guns, adding "I presume it's the different soil, or the different style of beetroot you have there [NZ]," he said.

"It's nothing like our beautiful sweet Golden Circle beetroot of old."

Heinz Watties announced in mid-2011 that the processing of some sauces and beetroot would move from Australia to Hastings and Hawke’s Bay, however in November last year reported a five percent drop in net profit for the year to April 29 2012, with significant costs centred around the relocation of sauce and beetroot processing to New Zealand.

In a legal letter from Heinz that Smith made public, the company said job losses were minimal, despite announcing in 2011 that the move was expected to cut more than 340 jobs here in Australia.

 

Farmers union shares the love in latest campaign [video]

Lion has launched a new phase of its Farmers Union Iced Coffee ‘Share the love’ campaign with a promotion which celebrates the product’s blue-collar roots.

“As a traditional Australian brand for the blue-collar bloke, Farmers Union Iced Coffee is championing that time-honoured traditional Australian value – the shout,” Lion said.

The ‘Shout a mate from another state’ promotion is giving away 40,000 cartons of the drink through a Facebook microsite and pocket vouchers. It will be supported by TV and online.

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This article first appeared on B&T

 

Coca-Cola rewards Labelmakers for Share a Coke campaign

Beverage giant Coca-Cola Amatil (CCA) held its Supplier of the Year program recently, and Labelmakers Group walked away with the Overall Supplier of the Year 2012 award, for its role in the hugely successful Share a Coke campaign.

Labelmakers produced the labels for the campaign – a world first which required the printing of 150 names on Coca-Cola bottles and delivering printing solutions to ensure significant randomisation, ensuring that CCA customers always had a selection of names on the bottles they stocked.

The company also played a part in CCA’s recent Mount Franklin Lightly Sparkling campaign, printing Jennifer Hawkins’ Cozi swimwear fabric designs on the labels.

Terry Davis, CCA’s group managing director said “Labelmakers delivered strong innovation, reacted with speed, embraced our customers as their customers, and worked with us on every challenge we gave them. They not only met our expectations, but exceeded them, resulting in ‘Share a Coke’ being one of the best-ever brand activation campaigns in our history.”

CCA’s Supplier of the Year program, which began in 2010, was established to recognise excellent performance from the company ’s large range of suppliers, as well as recognising and strengthening the relationships CCA has with suppliers across all its functions.

CCA’s 2012 SUPPLIER OF THE YEAR AWARDS

  • Account Manager of the Year – Sean Carren, managing director of Goldstar Transport
  • Plant and Equipment – Husky
  • Financial Services – Westpac
  • Trade and Equipment – Skope
  • Information Technology and Telecommunications – Telstra
  • Transport and Logistics – K&S Freighters
  • Business Services – Origin Energy
  • Packaging and Ingredients – Labelmakers Group
  • Marketing Services – tkm9
  • Sponsorship and Assets – Netball Queensland

 

Powerade promotes no sugar, no excuses in new campaign

Powerade Zero, Powerade's sugar free sports drink, has launched a new advertising campaign titled 'Zero Sugar. Zero Excuses', targeting active Australians.

The product's first local campaign since its introducing in April 2012 has channel specific motivators to help consumers overcome excuses for not exercising.

Pettigrew, Powerade's marketing manager, said "From hitting the snooze button on the alarm to swapping out the gym for after-work drinks, we are all guilty of making excuses not to workout … Zero Sugar, Zero Excuses, is all about empowering Aussies to stay committed to their fitness goals and keep their eyes on the prize."

The new campaign will have multiple touch points including out-of-home, digital, mobile and social media with different executions of the ad targeting different excuses people have for not exercising. For example:

  • The ‘Hot? Cold? The weather’s not an excuse’ ad will see weather related mobile ‘excuse’ pop ups with smartphone calendar integration, allowing users to cement a date to get fit
  • The ‘Rise above the snooze button’ ad wil feature time of day related placements at points-of-sweat in gyms and on-the-go locations including bus shelters, bus mega wraps and convenience stores.

Powerade beverages are part of The Coca-Cola Company, with other beverages in the range including Coke Zero also recently launching a new ad campaign in Australia. In a first for the global beverage brand, Coca-Cola's recently released American-based campaign focuses on lowering the calorie intake of its customers, by spruiking its range of 180 low- and no-calorie beverages as well as the low-and no-calorie alternatives to its full calorie drinks, like Diet Coke and Coke Zero.

 

Soda Stream ad banned from Super Bowl [video]

An ad for the home soft drink maker, Soda Stream, was banned from airing during the Super Bowl because it pokes fun at the game's major sponsors, Pepsi and Coke.

TV network CBS didn't run the 46 second ad, and the man behind Soda Stream's campaign, Alex Bogusky, has his suspicions as to why, reports the Daily News.

"Soda Stream has the right to show competitors," Bogusky tweeted. "So I wonder why this Superbowl spot was rejected? Pepsi half-time show?"

The cheeky Soda Stream ad, which has over 4 million views on YouTube, shows delivery drivers for Coke and Pepsi pushing carts of their soft drinks before the bottles explode, while at the same time a man make his own Soda Stream drink in the comfort of his home.

Despite CBS's decision not to run the ad, another Soda Stream ad was aired during the Super Bowl, with no mention of their competitors (or the big game's sponsors).

Biscuit brand Oreo also advertised during Sunday's game, even putting together an ad during the unexpected power black-out, which read 'You can still dunk in the dark."

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Departure at Carlton & United Breweries

Carlton & United Breweries' chief marketing officer Andy Gibson has resigned to take up a role in London as the chief marketing officer and president of Bacardi Global Brands.

"While it is a loss for us at Carlton & United Breweries (CUB), it is a great opportunity for Andy. It has long been an aspiration of his to head up the marketing function for a global alcohol company," said Carlton & United Breweries CEO, Ari Mervis.

Mervis said Gibson, who started with the company 15 months ago, leaves CUB's marketing function in a very strong position, with clearly defined brand and marketing plans.

"Andy has driven a complete brand and marketing review. It has been a comprehensive process using the SABMiller systems and processes. No doubt, the standout result has been the turnaround of our largest brand, Victoria Bitter, from ten years of decline."
 

Oreo jumps on Super Bowl blackout with quick ad

Advertisers were quick to take advantage of a blackout at Super Bowl XVVII with Kraft’s Oreo brand responding with a tactical ad within an hour of the lights going out.

Within an hour of the power going out at the Superdome in New Orleans earlier this week,  Oreo rushed out the online ad that reads: “You can still dunk in the dark.”

The event is a mecca for advertisers, with millions spent on lavish ad spots. See some of them here.

Social media was also lit-up with the surprise occurrence, with one was commenting on Twitter: “This is a Walking Dead stunt isn’t it?”

The hashtag #superbowlblackout was also trending number one across the globe. 

This article first appeared on B&T.

 

Coke Zero launches new ad campaign [video]

Coke Zero has launched its latest marketing campaign, including a TV and cinema commercial, display advertising and a holiday give-away.

Just Add Zero was launched during the Australian Open Men's tennis final, and is part of Coca-Cola Amatil's renewed focus on the low calorie beverage.

Lucie Austin, marketing director, Coca-Cola South Pacific, said "For us this campaign isn’t just about refreshing the Coke Zero brand, it’s also about our ongoing commitment to provide choices that match our consumers' lifestyles. In 2013 in Australia, we will spend 70 percent more per case marketing Coke Zero than we do on marketing Coca-Cola. Consumers can choose from our ever increasing portfolio of low- and no-calorie beverages, as well as our regular beverages in smaller portion sizes."

The Just Add Zero campaign is trying to communicate with consumers that adding zero can completely change an experience.

"For some people 0 means nothing, our campaign will show that adding 0 gives you more; 1 idea to 10 ideas, 10 mates to 100 mates, 100 possibilities to 1000 possibilities," Austin said.

"Television is epic in scale and we’re taking this reappraisal of what 0 means to the masses. Coke Zero is a modern cola icon, which warrants an edgier and sexier campaign, above and beyond its established ‘zero sugar’ positioning."

The commercial, shot in Buenos Aires, will be aired on TV and in a 60 second cinema edit, and will be supported by ads on billboards, buses and street furniture. Sampling activations will also take place during University O-Weeks, in licensed venues and in high traffic public places.

Coke Zero is also giving away a holiday for 10 people to spend 100 hours in Las Vegas with $1,000 spending money.

Earlier this year Coca-Cola launched another campaign, focusing on its low calorie beverage options. The ad details Coke's efforts to remove its soft drink products from American schools in favour of juices and water, and flags the launch of smaller, portion-controlled sized cans of drink, set to hit US supermarket shelves by the end of 2013.

It received a bit of backlash though, with a satirical version released soon after, slamming the company for misleading its audience by implying certain Coca-Cola's products can form part of a healthy lifestyle.

Red Bull also used the Men's tennis finals to launch a new ad campaign, which includesa 60 second TVC featuring several top athletes including Australian surfer Julian Wilson and space-jumper Felix Baumgartner, sharing stories of how the brand helped them realise their dreams.

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