Ogilvy & Mather Auckland is developing a multimillion-dollar campaign for Coca-Cola South Pacific’s much-touted new product, Coca-Cola Life – the new diabetic-friendly product that was developed by Coca-Cola in Argentina and Chile – which is now being released on the market in NZ.
The launch campaign will include television, OOH, print, digital, PR and sampling. Compared to standard Coke, the new product boasts 35% less sugar and kilojoules. The campaign will target 30-49 year old “balance seekers, looking for a great tasting cola with fewer kilojoules, using a natural sweetener”.
The new formulation arrives with a bold and larger-than-life green packaging that clearly differentiates it from the other members of the Coca-Cola portfolio in New Zealand.
Further impact in-store will be created by surprising consumers with sampling opportunities, disruptive premium point-of-sale and national vending machine takeovers.
The full campaign includes:
- TVCs rolling out across TV, digital and mobile
- Print and digital media integration
- OOH including large scale billboards in pime locations including Britomart
- Extensive sampling and experiential
- PR
- Extensive premium POS suite
CREDITS
Creative: Ogilvy & Mather
Media: Ikon
Consumer PR: Rocket
Trade PR: FCB
Experiential & Sampling: Uno Loco
POS: Passport
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