Coca-Cola South Pacific’s television ad for Coca-Cola Life shows a surprise product launch on Norfolk Island. The campaign was shot in an unscripted, documentary style, to convey the genuine surprise and delight of Norfolk Island residents as they became the first community in Australia to sample Coca-Cola Life.
Reminiscent of the “world’s smallest and prettiest” launch (reported in C&I WEEK Issue No. 108 – 12 February 2015); the new ad captures the reactions of the remote community of Norfolk Island as they become the first Australians to get a taste of the new drink. Norfolk Island is one of Australia’s most remote communities, 1,412 kilometres east of the mainland, and home to around 2,000 residents.
“With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone. Playing on our locally-created ‘Let Life Surprise You’ concept, we chose to go somewhere Australians would least expect us” said Lisa Winn, Coca-Cola South Pacific Marketing Director.
“The residents of Norfolk Island were definitely surprised to see us, and their reactions to the product were fantastic, and we’re excited to see that replicated as we bring Coca-Cola Life to the rest of the country.”
Norfolk Island Tourism General Manager, Glen Buffett said, “Coca-Cola is such an iconic brand and we are very delighted to be a part of the Coca-Cola Life launch into the Australian market as this provides a fantastic opportunity to showcase the natural beauty and unique heritage of our island home.”
Coca-Cola Life is the first major brand from Coca-Cola in Australia to combine sugar and the natural sweetness of stevia, demonstrating the company’s innovation and drive to remain Australia’s favourite soft drink brand. Coca-Cola Life has been developed in response to consumer demand to shake up the category, and brings all the refreshment and taste of Coca-Cola, but with 35% less sugar and kilojoules, compared to Coca-Cola.
In 2013, Coca-Cola made a commitment to offer lower kilojoule options including making stevia sweetened beverages more available to consumers, and the launch of Coca-Cola Life is another step in fulfilling this commitment.
Coca-Cola Life is available in a 250ml can, 330ml glass bottle, 375ml can, 390ml PET bottle, 450ml PET bottle, 600ml PET bottle, 1L glass bottle, 1.25L PET bottle, 8x200ml cans, 4x330ml glass bottle and 10x375ml cans.