Coca-Cola South Pacific has announced the next phase of LIFT Hard Hitting Lemon’s marketing campaign in Australia, centred around the evolution of its partnership with the AFL.
The full-bodied lemon drink has also expanded its range from can and PET bottles to include a premium glass bottle and post-mix.
Six months after its launch, LIFT Hard Hitting Lemon has continued its association with the AFL to further drive awareness and increase product consumption amongst its core audience of Aussie blokes.
The integrated marketing campaign spans the entire AFL season and includes broadcast radio, out-of-home, sampling and digital, with online integration across the AFL website and app.
The overarching campaign theme is about real strength and mateship, with LIFT Hard Hitting Lemon positioned as the reward for Aussie blokes who turn up every day and give it their all.
As part of this strategy, LIFT will have a bespoke segment which will be launched on the AFL website.
LIFT will see presenters Garry Lyon, Matthew Lloyd and Damian Barrett as part of Access All Areas, discussing ‘LIFT Hard Hitting moments’ as part of a regular ‘week in review’ content series.
In addition, radio spots featuring AFL commentary legend Dennis Cometti will run across Triple M, as well as others running across Nova and KIIS throughout the duration of the season.
Ramona Spiteri, brand manager at LIFT Hard Hitting Lemon, said: “The evolution of our partnership with the AFL has truly come to life this year, where we hope to tap into the AFL’s loyal fan base through the online integration program – a first for the brand.
“Our goal is to celebrate what makes real strength and reward it with a harder-hitting lemon drink which is made with bite.”
Richard Simkiss, general manager of commercial at the AFL, said: “We’re delighted to extend our partnership with LIFT Hard Hitting Lemon and are already building on this for the 2017 season.
“LIFT’s positioning as ‘hard-hitting’ is quite obviously aligned with our on field contests. However, we also see synergies in LIFT’s significant pursuit to tailor the best possible product to suit its Australian consumers.”
Stan has today officially announced pricing for its new add- on Sport package in the lead up to the Super Rugby season kicking off. Stan’s add-on Sport package will be available for $10 a month and Stan will be the only place to watch every match. Consumers can enjoy Rugby ad-free, live and on demand […]
Facebook has introduced new safeguards to limit the spread of misinformation around the Holocaust. The new measures, announced on International Holocaust Rememberance Day, will see any Facebook user who searches for terms associated with either the Holocaust or Holocaust denial recieve a message from Facebook encouraging them to connect with credible information about the Holocaust. […]
When it comes to header bidding and wrapper solutions offered by sell-side platforms (SSPs) – it can be a pretty confusing landscape out there. The technology itself is complex, and this is further compounded by a lot myths doing the rounds. Before we start, if you need a quick refresher on the basics – what […]
Droga5 London has launched a new corporate and visual identity for CUPRA, the new high-performance car division of SEAT Group, challenging the conventions of design in the car category. The identity is part of the new brand platform, ‘Another Way’, and provides CUPRA with an unexpected modular visual language that shows both the car and […]
Global creative platform Shutterstock has entered an agreement to purchase TurboSquid, considered the world’s largest 3D marketplace. For more than 20 years, TurboSquid has been a 3D industry leader, offering a unified 3D workflow, and operating a marketplace offering of more than 1 million 3D models, a 2D marketplace derived from 3D objects, and a […]
M&C Saatchi’s webinar series Open House kicked off last night, with an introductory session from Justin Graham, Group CEO AUNZ and Timothy Ng (pictured below), Account Manager. Open House is an initiative that consists of a series of free webinars, as well offering participants the chance to secure a paid internship, aimed at career movers, […]
WPP was today named in the 2021 Bloomberg Gender-Equality Index (GEI) for the third consecutive year. The Index recognises companies committed to advancing gender equality in the workplace through policy development, representation and transparency. The 2021 GEI is made up of 380 companies from 11 sectors headquartered across 44 countries and regions, all raising the […]
The Australian Road Safety Foundation (ARSF) has teamed up with Spotify and some of Queensland’s leading musicians in a national first that will geotarget drivers within school zones. The Slow Down Songs campaign, which is being piloted in Queensland, will work to keep kids safe within school zones by dramatically slowing down songs and serving […]
Florida’s chief financial officer on Monday (local time) told the International Olympic Committee that Florida would be happy to host the Olympics amid speculation that current host Japan may back out. Jimmy Patronis sent a letter to Thomas Bach, the head of the IOC, as Agence France-Presse reports, “to encourage you to consider relocating the […]
There are few industries that have been hit harder by the coronavirus pandemic than events, with agencies forced to pivot in surprising and innovative directions to survive. Nigel Ruffell is the director of The Company We Keep, a live brand experience agency that hosts events at 15,000 pax, and opened its doors in 2018. With […]