Announcing… CCA committed to brand building

It’s been a busy start to October for Coca-Cola Amatil (CCA) with the company making a number of announcements this month.

The company traditionally releases its Shareholder Interim Report in October each year and this year was no different. The Interim Report 2015 report provides a number of insights about CCA’s priorities over the next two years until 2017.

On 12 October CCA launched a new campaign for Mount Franklin water, with a 90 second launch spot featuring Aussie actor Josh Lawson, of Underbelly fame, and former Miss Australia and Mount Franklin Sparkling Water ambassador Jennifer Hawkins. The ad was created by Saatchi & Saatchi NZ and produced by Australian production company Finch, with respected Director Nick Ball (think AAMI and Kia) at the helm. Filmed in Sydney and surrounding locations, the TV, outdoor and digital campaign celebrates Mount Franklin’s status as one of Australia’s best known and loved brands.

Speaking about the new campaign, Victoria Fraser, Group Marketing Manager CCA Brands said “This campaign gives the brand a fresh new tone that breaks water category conventions by adding some humour and spirit.” Ms Fraser added “Mount Franklin is Australia’s favourite water brand, it’s available everywhere, everyone knows it, and we think it’s time to celebrate it.”

The new Mount Franklin campaign comes on the back of the ‘Coke Come Alive’ launch and the record breaking #shareacoke Twitter emoticon.

In yet another announcement from the beverage giant,  CCA stated on 13 October that Mr John Borghetti has been appointed to its Board as Non-executive Director. The appointment will take effect on 1 December 2015. Mr Borghetti has been the Chief Executive Officer and Managing Director of the Virgin Australia Group of Airlines since May 2010, prior to which he spent 37 years at Qantas where he held a number of Senior Positions.

“John brings highly relevant consumer and listed company leadership experience to CCA, including working successfully with large partners and operating across a range of international markets. He provides an excellent complement to the skills and backgrounds we have already at our board table,” said CCA Chairman Mr David Gronski when welcoming Mr Borghetti to the Board.

Put together, these announcements make it clear that CCA is taking the challenge of adapting to Australia’s changing beverage market landscape seriously.

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