Coca-Cola’s New Summer Campaign Delivers ‘A Perfect Serve’
Coca-Cola South Pacific has today announced details of the fresh, surprising and visually inspiring creative content at the heart of its new ‘Summer Classic’ campaign. The campaign aims to drive reappraisal, build brand love and increase sales amongst young adults during the holiday season by enhancing the enjoyment and experience of drinking an icy-cold Coke in ‘A Perfect Serve’.
To bring the campaign to life, more than a dozen key influencers across the music, art, lifestyle, food and fashion verticals have also partnered with the brand and will encourage their fans to share their Summer Classic Coke moments. They include Australian DJ Hayden James who has composed a fresh summer soundtrack to feature in some of the digital content.
In an exciting first for the brand in Australia, Coca-Cola has developed Snapchat lens for their summer campaign including one to go live on New Year’s Day which will allow users to interact with Coke in a new way.
“There are a number of ‘firsts’ in our summer campaign this year including the exciting launch of the Coca-Cola AU Snapchat channel,” Kate Wilson, Coca-Cola South Pacific IMC manager (Sparkling) said. “This platform provides us with the perfect opportunity to bring to life the campaign through an impactful, real-time and relevant connection point that resonates with our audience.
“We hope the campaign inspires young Australians and shows them a fresh and surprising side of our brand. “This year we’ve taken a different approach, challenging our consumers in surprising ways through music and artistic content as well as using social and digital to drive awareness amongst youth.”
The multi-million dollar integrated marketing campaign will feature in out-of-home, mobile and cinema, experiential marketing, PR, social and influencer engagement, as well as point of sale shopper marketing. Digital content will run across catch-up TV, Vevo and YouTube in 15 and 30 second cut-downs through programmatic advertising. The social content includes GIFS positioning the perfect serve of Coca-Cola as a catalyst to experiencing idyllic summer moments with friends and brings them to life in visually surprising and unexpected ways.
In a new twist to building awareness for Coca-Cola, street art murals will bring the campaign to life across iconic urban sites in Sydney, Melbourne and Brisbane. Sydney-based street artist Mulga has been working with Coca-Cola over recent months to create the murals and artwork that will feature across social media, online video, digital and OOH – including on the iconic Kings Cross billboard from this week.
Known for his unique, vivid colours and authentic style, Mulga’s art brings to life a kaleidoscopic world where tigers wear diamond sunglasses and gorillas in top hats rule the world. Coca-Cola commissioned the Australian artist’s work for the campaign as the brand aims to deliver content that millennials can connect with – content that is genuine, engaging and authentic.
His artwork also features as part of wider experiential activations, including on the Classic Coca-Cola Truck as it travels around the country this summer inspiring people to create their own perfect serve. The retro truck aims to deliver ‘surprise and delight’ moments to Australians on road trips or at events including food festivals, night markets and open air cinemas.
With four flavours on board and the ability to serve a combination of 56 different drinks (including spiders with ice cream), the retro truck will be a refreshing addition to hot summer days. It will be serving up icy-cold Coca-Cola including Classic, Diet, Zero and Ginger at activations across NSW, QLD and Victoria finishing up in March 2017.
CREDITS
Emotive: Creative
Maverick: Experiential
Ogilvy: Creative
UM: Media
Geometry: Shopper Activation
Coca-Cola’s The Social Centre: Social Media
Latest News
Register Now For Your 60-Minute Digital Marketing Masterclass With Rocket Agency’s Co-Founder James Lawrence
Give your marketing skills a buff, polish and a nasal hair trim - and all in just 60 minutes - with this free webinar.
SLIK Announces Four New Key Hires
Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.
Lucciana Beynon Falls Victim To Brutal & Outdated Photoshopping
B&T warns this article contains rather racy imagery. But as you're working from home, a trip to HR's not on the cards.
News Corp Reveals The Power Of Brand Content In New Research
News unveils 'The Power of Brand Content' research. The title arguably giving away the fact that it's a huge fan of it.
The Nutrition Couch Joins ARN’S IHeartPodcast Network
Has a partner complained of incessant flatulence, pungent urine or performance issues? This nutrition podcast may help.
How Retailers Can Maximise Their Results This Sales Season
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
CUB & Clems Melbourne Unveil A Wonderful Ode To Aussie Pubs
This ode to pubs is so visceral and raw you can almost smell the chunder, the beer-soaked carpet & the urinal blocks.
Thank Your Lucky Stars, RMIT Pitch Night Is Back!
RMIT Pitch Night returns! And if you ever needed a reason to break out the cocktail shaker, this has to be it.
Study Reveals Australia Has The 14th Best Netflix Library In The World
Australia falls to 14th on best Netflix library list. However, we're still tops for skin cancer rates & shark attacks.
Watchdog Deems “Karen, Boomer, Femi-Nazi & Snowflake” Are Mildly Offensive To TV & Radio Audiences
Good news for the team at Sky News, as watchdog stops short of banning terms such as Karen, snowflake and femi-nazi.
Nine Working With Local Authorities To Ensure Love Island Goes Ahead After COVID-19 Scare
Love Island production under a cloud after COVID scare. And here's you wrongly blaming gonorrhea.
Seven Appoints New Head Of Research And Insights
Apparently daily OzTAM data not enough, as Seven names new head of research and insights.
Wednesday TV Wrap: ABC Beats 10 In Battle For Bronze
B&T never tires of the true magnificence that's the entry to the ABC's Ultimo studios. Hence this lead photo yet again.
Foxtel Ramps Up Its News Streaming With The Launch Of Flash
Foxtel now offering so much content it's considering offering a free extra day of the week with every subscription.
Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Family Guy Drops COVID Vaccine PSA And It’s Totally Brilliant
Do you often decry "I'd never watch that Family Guy smut", but secretly love Brian & Stewie? You're in for a treat here.
Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
This Is Flow Doubles Up, Winning Riverina Dairy And Liquefy Health Without Pitch
This Is Flow suffering a bout of belching, bloating and occasional fatty stools after winning Riverina Dairy account.
Meet JustEggs: The Digital Agency Driving Customers Back In-Store
B&T still loves the bricks & mortar retail experience. Less so the insidious bricks & mortar sales assistant experience.
Influencer Marketing Agency Komodo Announces New TikTok Offering
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
Joan Warner Announces She Will Step Down AS CEO Of CRA In 2022
Joan Warner to step down from CRA CEO role, as P&O 16-day 'Bula' Fijian adventure cruise starts to weigh heavily.
How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Independent Media Agencies Of Australia Launches First Campaign
if anyone believed in the power of advertising then you'd hope it was the Independent Media Agencies Of Australia.
Howatson+Company Nabs Colenso BBDO’s Levi Slavin For Chief Creative Officer Role
Howatson+Company puts a trying few months behind it with latest hire. That said, the cubicle in the men's not flushing.
Spikes Asia Appoints Jenny Lau As Events Director
When we hear Spikes Asia, B&T thinks a Singapore Sling at Raffles, chilli crab & an irritating heat rash in the groin.
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Expands Executive Leadership Team
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]
GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]
Glow Survey Finds: Consumers Want FMCG Sector To Tackle Plastic Waste & Packaging
B&T encourages FMCGs to tackle plastic waste, except when it comes to tarpaulins, cling wrap or novelty fake dog poo.
