Coca-Cola is ramping up its marketing as the summer heat moves closer with a roaming cooler offering free Cokes and exclusive concerts.
The ‘Coke Loves Summer’ promotion will see oversized Coke coolers pop up on Cavill Ave in Surfers Paradise, Cronulla Beach in New South Wales and on Melbourne’s St Kilda Beach.
Free iced Coke products will be handed out at the coolers that will feature “surprise and delight music moments” with an exclusive concert to be held at the three venues.
Detail surrounding the concerts have not been released with Coke fans told to stay tuned to Coke’s local Facebook page for details.
The coolers will also pop up at the Ashes Cricket matches in Perth and Sydney where thermal scanners will suss out the fans in the crowd most need of refreshment.
Antoinette Tyrrell, marketing manager at Coca-Cola South Pacific, said: “Coke is synonymous with summer fun and the Coke Loves Summer promotion celebrates the bond between Australia’s biggest obsessions.”
“Whether it’s a road trip with no set destination or feeling the sand between your toes on a hot summer’s day, an icy cold Coke, summer is always better.”
The brand has also formed a media partnership with DMG Radio Australia’s Nova network which will see a ‘Coca-Cola Summer of Fresh Hits on Nova’ radio show run for six weeks from December 2, weeknights 6-7pm.
The campaign will run through from the middle of this month to mid-January with TV, cinema, point-of-sale, proximity, social media and digital.
An on-pack promotion will see Coke, diet Coke and Coke Zero labels receive a makeover with a daily $5,000 cash prize on offer along with other summer goods such as mini BBQs and hammocks.
The ‘Coke Loves Summer Cooler’ will be in Surfers Paradise on November 17 and 18 before it moves to Cronulla Beach for November 22 and 23. Its beach tour will wind up at St Kilda beach on November 29 and 30.
CREDITS: CLIENT: Coca-Cola EXPERIENTIAL: Maverick CONNECTIONS PLANNING: Naked MEDIA: Ikon SHOPPER AND PACKAGING: Passport TV AND OOH: Ogilvy PR: Pulse PROMOTION MANAGEMENT, DIGITAL AND SOCIAL: Wunderman.