Ogilvy & Mather Unveil First Campaign For New Coke Life
To coincide with the launch of Coke Life in Australia, Coca-Cola South Pacific has today revealed its TVC for the new product. The new ad captures the reactions of the remote community of Norfolk Island as they become the first Australians to get a taste of the new drink.
Rolling out today across TV, digital, cinema and mobile, the new TVC was shot in an unscripted, documentary style, to convey the genuine surprise and delight of Norfolk residents in being the first community in Australia to sample Coke Life.
The latest Coke product is sweetened with blend of sugar and stevia extract. Coca-Cola Amatil (CCA) claims that Coca-Cola Life has 35% less sugar and kilojoules than your regular Coke.
At 1,412 kilometres east of the mainland, Norfolk Island is one of Australia’s most remote communities. With a population of roughly 2,000, there are no railways, waterways, ports or harbours on the island and cows have right of way on the roads.
“With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone. Playing on our locally-created ‘Let Life Surprise You’ concept, we chose to go somewhere Australians would least expect us” said Lisa Winn, Coca-Cola South Pacific marketing director.
“The residents of Norfolk Island were definitely surprised to see us, and their reactions to the product were fantastic, and we’re excited to see that replicated as we bring Coca-Cola Life to the rest of the country.”
“It is wonderful to have Norfolk Island chosen as the location for the unveiling of this exciting new offering from Coca-Cola,” said Norfolk Island tourism general manager, Glen Buffett.
Agency Credits:
Creative: Ogilvy & Mather
Strategy & Media: UM
Consumer PR: Adhesive PR
Trade PR: Pulse Communications
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