Coca-Cola South Pacific has launched the new marketing campaign, #colouryoursummer, the latest world first packaging change from Australia since ‘Share a Coke’.

To celebrate the arrival of the 250ml slimline Coca-Cola can, the brand will launch a limited edition, vibrant range of 250ml cans full of colour and happiness this summer.

The multimillion dollar #colouryoursummer campaign is set to disrupt Australia adding a burst of colour this summer while featuring a number of ground breaking innovations rolled out across multiple marketing channels including out-of-home (OOH), digital, point of sale, cinema, PR, experiential and social media. The next ground breaking campaign from Coca-Cola, #colouryoursummer will feature social media at the heart of the campaign as well as highly responsive and dynamic real time situations.

A combination of crowd sourced (via the brand’s one million plus fans on Facebook) pop up #colouryoursummer cans installations, OOH panels dispensing icy cold Coke, painted murals of the OOH creative, 15” pieces of snackable video content, digital spectaculars that transform into interactive games and online influencer engagement will make this one of the most sharable Coca-Cola campaigns ever.

Hitting Australian streets in November, a nationwide out-of-home campaign will target a mixture of larger and smaller formats bringing colour to Australia’s major cities. The locations of each installation have been specifically chosen to drive engagement with the campaign and will feature consecutive placements to create impact and highlight the multiple colours.

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The campaign will use targeted digital display advertising to reach the next generation of drinkers where they spend their time online. 15” videos will be created for the digital space including over 60 variations, creating snackable content in a format compelling for the audience. By partnering with key online media outlets, young people will be able to experience the #colouryoursummer campaign across multiple devices, with the digital media buy tapping into key passion points across music, fashion and gaming.

“The #colouryoursummer campaign is one of the most innovative and disruptive campaigns that we have ever undertaken, we know that people love to express their individuality and we believe that the five limited edition colours will increase the desirability of our 250ml slimline Coke and Coke Zero cans,” said Antoinette Tyrrell, marketing manager Coca-Cola South Pacific.

“The 250ml pack size provides Australians with a perfect serve of their favourite beverage from the Coca-Cola range. Priced at a maximum of $2, the 250ml can is proving to be popular with consumers this summer.”

The 250ml can, launched in August, is available nationwide in immediate consumption channels, including convenience and impulse as well as supermarkets chillers. The five new coloured 250ml Coca-Cola cans will be available nationwide from November.

In July 2013, Coca-Cola South Pacific made four business commitments to help address the issue of obesity in Australia. One of these commitments was to increase the availability of smaller portion sizes. This new 250ml can supports this commitment by offering a small pack size in immediate consumption channels.

Agency credits:

• UM – Idea development, Connections Planning & Media Buy
• Ogilvy – Creative Digital, Social, Film and OOH
• Adhesive PR – Consumer PR
• Satellite – Digital & Website Build
• Maverick – Experiential
• Passport– Shopper & Packaging
• Pulse Communications – Trade media