Coca-Cola Unveils New Sampling Campaign & TVC For Its ‘No Sugar’ Offering

Coca-Cola Unveils New Sampling Campaign & TVC For Its ‘No Sugar’ Offering
SHARE
THIS



Following the launch of Coca-Cola No Sugar earlier this month, Coca-Cola South Pacific has created an innovative sampling platform for the new product.

The sampling campaign – Coca-Cola’s largest ever – officially commenced this month at an influencer-led activation that featured US signer and The Voice judge Kelly Rowland.

Rowland was joined at the activation by Madison and Lana from Australian comedy team SketchShe, gaming and tech YouTuber ChampChong and pop star Tom Jay Williams.

KellyRowland, SketchShe and Tom Jay Williams (Coca Cola No Sugar promotion)

KellyRowland (middle) with SketchShe and Tom Jay Williams.

More than 3,000 samples of the very first cans of Coca-Cola No Sugar in Australia were handed out as the influencers travelled around Parramatta in a Coke-branded truck while interacting with consumers through Facebook Live.

Coca-Cola No Sugar truck

Coca-Cola No Sugar has also unveiled its new TVC which offers consumers an interactive sampling experience. To receive a free Coca-Cola No Sugar, viewers can use the Shazam mobile app to download a voucher digitally when the TVC appears.

Extending this to outdoor in a first for Coca-Cola, the team created a voice-activated panel that enables consumers to verbally say “yes” and redeem a free sample vended directly from the refrigerated panel.

Coca-Cola No Sugar interactive board

The voice-activated interactive outdoor advertising panel will be deployed in Sydney’s Pitt Street Mall on from Tuesday 27 June to Tuesday 4 July.

More than two million free samples of the new product will be distributed in the coming months. Fans will be able to see more content and have more opportunities to try the product during this time through further influencer activity, Snapchat ads and digital content via Coca-Cola’s social channels.

The national campaign also includes stadia sampling at major sporting events, such as the NRL State of Origin and a takeover at yesterday’s AFL match between the Richmond Tigers and Carlton Blues at the MCG.

The Coca-Cola No Sugar sampling crews will also be at Thredbo from Saturday 1 July until Tuesday 4 July, and in Jindabyne on Wednesday 5 July. Coca-Cola will also partner with GoCatch in July for a special offer for its customers, with more details to be revealed soon.

Marina Rocha, group marketing manager at Coca-Cola South Pacific, said: “Launching Coca-Cola No Sugar in Australia this month generated a huge amount of attention and conversation. The second phase of our campaign builds on this momentum.

“This is primarily led through our sampling activity providing multiple opportunities for consumers to interact with the brand across a number of touch points.

“We have looked to fold technology into our campaign wherever relevant for consumers to help us create an engaging way to get the product in their hands. We have created a wealth of stunning content and partnered with a range of talent which consumers will continue to see in coming weeks.”

CREDITS

Connections agency: UM

Creative agency: Ogilvy Sydney

PR agency: Pulse Communications

Experiential agency: Maverick

Social media agency: Coca-Cola Social Centre and One Green Bean

Digital agency: Satellite NZ

 

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]