Australia, Tuesday December 20 2016: 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,
“There are a number of ‘firsts’ in our summer campaign this year including the exciting launch of the
“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
In a new twist to building awareness for
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
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
Geometry: Shopper Activation
Coca-Cola’s The Social Centre: Social Media
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