Coca-Cola has launched Christmas executions of its current “Coke Side of Life” campaign across Australia.
Spanning its brands Coca-Cola, Diet Coke and Coca-Cola Zero, the campaign is primarily outdoor and will run until the end of December.
Australia is the first country to mould the communication platform to its own market using local agencies and concepts across all three brands in the Coca-Cola Trademark.
The executions for the three brands are appearing collectively in high traffic areas around Sydney, Melbourne, Brisbane, Perth and Adelaide. Adshel and JCDecaux locations are featuring electro luminescence paper technology and reverse print executions.
In addition, major Westfield shopping malls in each capital city are carrying the Christmas executions as well as offering customers free Christmas gift wrapping from 18 to 22 December 2006.
Dianne Jaksic, Coca-Cola marketing manager, Coca-Cola Australia, said: “Australians by their very nature are different to the rest of the world. As a nation, we look at things differently and are well known for our inherent positive attitude to life. It makes sense to tailor the strong global platform to suit Australian optimism and our fresh sense of humour particularly at Christmas time.
"In doing so, we can build on the Coke Side of Life festive positioning and enhance its richness to added effect. For example, the Coca-Cola Zero execution is in keeping with the Australian brand creative established at launch and thereby allows us to continue talking to our target audience in the same language," Jaksic said.
