Coca-Cola South Pacific has announced the launch of CASCADE’s ‘Change It Up’ campaign, designed to further drive awareness and trial of its premium sparkling range.
Backed by a million-dollar marketing spend, the campaign encourages Aussie consumers to change up their habits by swapping their usual mixer of choice to one of CASCADE’s flavours, creating a new and delicious beverage combination.
Currently live, the campaign will run in market for five weeks featuring primarily out-of-home (OOH) elements, supported by a selection of content created by relevant social influencers.
The hero OOH creative (see below) will feature nationwide in CBD railway locations including Flinders Station, Southern Cross Station and King George Square in Melbourne, and Central Station in Brisbane.
It will also be displayed across major retail centres, as well as Qantas, Virgin and multi-airline domestic airport terminals.
Furthermore, a number of lifestyle, foodie and cocktail influencers have been brought on board to develop content that showcases creative ways to change up how they enjoy CASCADE, including 2hungryguys, thecitylane, cocktailsbykurtis, seewantshop, quoc_phan, designbyaikonik and brigadeirochoc.
Bridget Slipper, adult sparkling brand manager at Coca-Cola South Pacific, said: “Less than a year after introducing new CASCADE flavours into the market, we’re thrilled to kick off a major national campaign that further cements our positioning as the go-to premium adult sparkling brand.
“‘Change it Up’ is all about encouraging our Australian adults to try something new, pairing our delicious CASCADE flavours with their favourite spirits.
“We know they’ll love discovering new ways to enjoy the product, be it while socialising with friends or relaxing on the couch after work.”
Following the announcement of Prince Philip’s death last week, many businesses, broadcasters and individuals paid tribute to the Duke of Edinburgh. Some Australian viewers were upset to find the ABC opted not to broadcast British crime drama Vera, instead choosing to cover Philip’s death. Similarly, many were amused to hear a techno dance music mashup on […]
In this guest post, Wavemaker’s national strategy partner, James Boardman (pictured below), talks addressable priming and why it’ll be the end of average and the peak of creativity in media planning… For my entire career media plans have contained a large amount of average. I’m not talking about the quality of my planning skills (although […]
Apple’s new approach to digital advertising is set to go ahead in a matter of weeks, with advertisers warned to think about user privacy first. Previously, companies that sell mobile ads have relied on Apple’s IDFA (“identifier for advertisers”) as a way to identify specific users and offer targeted ads. But with Apple continuing to […]
As programmatic digital out of home (pDOOH) continues to help advertisers enhance their existing campaigns, digital outdoor media experts, QMS, is already seeing results pay dividends with the latest campaign for a Tourism and Travel sector client delivering over 2,000 tourist visitors who can be directly attributed from their exposure of the pDOOH campaign. The […]
For years now, Apple users have located misplaced iPhones and other Apple devices via the Find My app. In case you haven’t used it before, Find My tracks the locations of iPhones, iPads, laptops and even AirPods, meaning the whereabouts of each device will come up on a map if it’s ever lost. The app […]
Commonwealth Bank and the sport’s governing body, Football Australia, announced today that CBA will become the official naming rights partner and bank of the national women’s team, the Matildas, Junior Matildas and Young Matildas from August 2021. M&C Saatchi Sport & Entertainment supported Commonwealth Bank to bring the partnership together with Football Australia, and looks […]
Facebook Australia is celebrating Ramadan with a range of initiatives including Lives, Reels, IGTV and more. To launch the initiative, Facebook has partnered with a number of Muslim creators and organisations, who will be sharing their perspectives of the holy month on both Facebook and Instagram. Facebook says the 30 days of content is part […]
Netflix’s real-time streaming service, launched in France, provides an unexpected alternative to television as the platform also announced a new deal with Sony. The program, called ‘Direct’, is a real-time service with a stream that covers five days, to prevent repeat programming. It was announced in November 2020 originally and rolled out fully in December […]
The Economist Intelligence Unit (EIU), a division of The Economist Group, has announced the launch of “EIU Viewpoint”, a new digital product that combines the EIU’s expert political insights, policy analysis, and economic outlook with forward-looking forecasts and proprietary data. “EIU Viewpoint” helps businesses, academics, governments, and financial institutions stay ahead of the shifting global […]
Adelaide-based creative agency KWP! brings more than one hundred volunteers together in an onscreen battle against life threatening diseases for the sequel to The Hospital Research Foundation (THRF) Group’s ‘Together Fight’ campaign. Two 30-second TVC’s feature the return of ‘The Beast’, who comes up against a young patient and army of real-life patients, researchers, staff […]