In a move designed to build brand love and increase sales among young adults during the holiday season Coca-Cola South Pacific has today announced details of its new ‘Summer Classic’ campaign. The new campaign uses fresh, surprising and visually inspiring content to demonstrate the enjoyment and experience of ‘A Perfect Serve’ of icy-cold Coke.
More than a dozen key influencers, including Australian DJ Hayden James who has composed a fresh summer soundtrack to feature in some of the digital content, will encourage fans to share Summer Classic Coke moments.
Coca-Cola South Pacific IMC manager (sparkling) Kate Wilson said Coca-Cola has developed Snapchat lens for the summer campaign which will allow users to interact with Coke in a new way – a first for Australia.
“There are a number of ‘firsts’ in our summer campaign this year including the exciting launch of the Coca-Cola AU Snapchat channel”, Ms Wilson said.
“This platform provides us with the perfect opportunity to bring to life the campaign through an impactful, real-time and relevant connection point that resonates with our audience.
“We hope the campaign inspires young Australians and shows them a fresh and surprising side of our brand.
“This year we’ve taken a different approach, challenging our consumers in surprising ways through music and artistic content as well as using social and digital to drive awareness amongst youth.”
Multi-million dollar campaign
The multi-million dollar campaign will feature in out-of-home, mobile and cinema, experiential marketing, PR, social and influencer engagement, as well as point of sale shopper marketing.
In a new twist Coca-Cola will build awareness through street art murals across iconic urban sites in Sydney, Melbourne and Brisbane, including on the iconic Kings Cross billboard from this week. Sydney-based street artist Mulga has been working with Coca-Cola to create the murals and artwork that will feature across social media, online video, digital and OOH.
Mulga’s art brings to life a kaleidoscopic world where tigers wear diamond sunglasses and gorillas in top hats rule the world. His unique and authentic style delivers engaging content that millennials can connect with.
His artwork will also feature in wider experiential activations, including on the Classic Coca-Cola Truck which will travels around the country delivering ‘surprise and delight’ moments to Australians on road trips or at events.
With four flavours on board and the ability to serve a combination of 56 different drinks (including spiders with ice cream), the retro truck will be a refreshing addition to hot summer days. It will be serving up icy-cold Coca-Cola including Classic, Diet, Zero and Ginger at activations across NSW, QLD and Victoria finishing up in March 2017.
Digital content will run across catch-up TV, Vevo and YouTube in 15 and 30 second cut-downs through programmatic advertising.
The social content includes GIFS positioning the perfect serve of Coca-Cola as a catalyst to experiencing idyllic summer moments with friends and brings them to life in visually surprising and unexpected ways.