Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann
Coca-Cola has today launched a campaign commemorating 80 years of great tasting beverages made by Australians in Australia.
The integrated marketing campaign from McCann and UM will have multiple touchpoints with consumers led by a new locally-produced TVC running across screens and also supported in PR, social media and out-of-home.
The tagline featured in the end frame of the TVC is “Coca-Cola Australia: Made and shared down under for 80 years.”
Lucie Austin Marketing Director for Coca-Cola South Pacific said: “Eighty years is a significant milestone and a timely occasion to celebrate Coca-Cola’s lasting and strong connection to Australian culture and people.
“Many Australians assume that Coca-Cola drinks are shipped all the way from the US to our shores.
“We want to break this myth by sharing the stories of everyday Australians connected through Coca-Cola, who have made, bottled, and enjoyed the world’s greatest drink right in their backyard, for 80 years,” she said.
Creative agency McCann engaged Brilliant Films and director Steve Back to produce the TVC.
Shot on the NSW Far North Coast, locations including Casino, Lismore and the hinterland surrounding Byron Bay were selected for their quintessentially Australian feel, wide open streets, stunning natural light and beautifully preserved heritage buildings.
The creative takes a nostalgic look at Coca-Cola in Australia throughout the decades, opening in 1938 when local production first began, then cutting to a classic corner store in the 1960s, a music festival in the 70’s, a beach kiosk in the 1980’s, before closing on the corner store as it appears now, in the present day.
The spots feature a range of brands from Coca-Cola’s past and present portfolio including Fanta, Mello Yello, Mount Franklin, Coke Classic and Coca-Cola No Sugar, as well as authentic and historically accurate props sourced from passionate brand collectors around the country.
Bringing the campaign to life with a high-impact out-of-home execution, the famous ‘Coke Sign’ in Sydney’s Kings Cross will be used as the site for a brand first in Coca-Cola’s 132-year global history.
The famous ’Spencerian Script’ red-and-white logo has been flipped upside down in a nod to the company’s local heritage down under.
“By telling an emotive brand story full of relatable moments throughout Australia’s history, we aim to trigger the positive memories that people associate with Coke and our other iconic brands,” Austin said.
“It’s a look back on our heritage and role in the lives of all Australians from hot summer days at the beach, to dancing up a sweat at music festivals, all relatable moments that are inextricably linked to enjoying a great-tasting Coca-Cola.”
The campaign delivers the Australian Made message, integrating the brand into the heart of Australian programming throughout October, launching during the AFL Grand Final, the largest live sporting event in Australia and continuing with spots in the NRL Grand Final.
The campaign’s media buy also support locally produced content on Foxtel throughout the month, including classic Australian films such as Muriel’s wedding.
Social and PR will focus on delivering real Coca-Cola stories from some of the people who have been part of this 80-year journey and who love the brand.
From the bottlers and delivery drivers, to the corner store owners, collectors and staff, the campaign will tell just some of the stories of the thousands of Australians that have helped shape eight decades of Coca-Cola made and shared down under.
The Aussie Made campaign will also build awareness of the range of beverages Coca-Cola produces in Australia and give audiences an insight to the next 80 years for Coca-Cola in Australia.
Ms Austin said: “The first Australian made 192ml (6 ½ oz) bottle of Coke rolled off the lines in Waterloo, NSW in 1938.
“Today, Coca-Cola Australia is more than just Coke. We are Mount Franklin, Powerade, Barista Brothers, Pump and more than 160 other products – all of which are made, bottled and distributed from 11 facilities around Australia.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.