SYDNEY, Monday 24 September 2018 – Coca-Cola has today launched a campaign commemorating 80 years of great tasting beverages made by Australians in Australia.
The integrated marketing campaign will have multiple touchpoints with consumers led by a new locally-produced TVC running across screens and also supported in PR, social media and out-of-home.
The tagline featured in the end frame of the TVC is “Coca-Cola Australia: Made and shared down under for 80 years.”
Lucie Austin Marketing Director for Coca-Cola South Pacific said: “Eighty years is a significant milestone and a timely occasion to celebrate Coca-Cola’s lasting and strong connection to Australian culture and people. Many Australians assume that Coca-Cola drinks are shipped all the way from the US to our shores.
“We want to break this myth by sharing the stories of everyday Australians connected through Coca-Cola, who have made, bottled, and enjoyed the world’s greatest drink right in their backyard, for 80 years,” she said.
Creative agency McCann engaged Brilliant Films and director Steve Back to produce the TVC. Shot on the NSW Far North Coast, locations including Casino, Lismore and the hinterland surrounding Byron Bay were selected for their quintessentially Australian feel, wide open streets, stunning natural light and beautifully preserved heritage buildings.
The creative takes a nostalgic look at Coca-Cola in Australia throughout the decades, opening in 1938 when local production first began, then cutting to a classic corner store in the 1960s, a music festival in the 70’s, a beach kiosk in the 1980’s, before closing on the corner store as it appears now, in the present day.
The spots feature a range of brands from Coca-Cola’s past and present portfolio including Fanta, Mello Yello, Mount Franklin, Coke Classic and Coca-Cola No Sugar, as well as authentic and historically accurate props sourced from passionate brand collectors around the country.
Bringing the campaign to life with a high-impact out-of-home execution, the famous ‘Coke Sign’ in Sydney’s Kings Cross will be used as the site for a brand first in Coca-Cola’s 132-year global history. The famous ’Spencerian Script’ red-and-white logo has been flipped upside down in a nod to the company’s local heritage down under.
“By telling an emotive brand story full of relatable moments throughout Australia’s history, we aim to trigger the positive memories that people associate with Coke and our other iconic brands,” Ms Austin said.
“It’s a look back on our heritage and role in the lives of all Australians from hot summer days at the beach, to dancing up a sweat at music festivals, all relatable moments that are inextricably linked to enjoying a great-tasting Coca-Cola.”
The campaign delivers the Australian Made message, integrating the brand into the heart of Australian programming throughout October, launching during the AFL Grand Final, the largest live sporting event in Australia and continuing with spots in the NRL Grand Final. The campaign’s media buy also support locally produced content on Foxtel throughout the month, including classic Australian films such as Muriel’s wedding.
Social and PR will focus on delivering real Coca-Cola stories from some of the people who have been part of this 80-year journey and who love the brand. From the bottlers and delivery drivers, to the corner storeowners, collectors and staff, the campaign will tell just some of the stories of the thousands of Australians that have helped shape eight decades of Coca-Cola made and shared down under.
The Aussie Made campaign will also build awareness of the range of beverages Coca-Cola produces in Australia and give audiences an insight to the next 80 years for Coca-Cola in Australia.
Ms Austin said: “The first Australian made 192ml (6 ½ oz) bottle of Coke rolled off the lines in Waterloo, NSW in 1938. Today, Coca-Cola Australia is more than just Coke. We are Mount Franklin, Powerade, Barista Brothers, Pump and more than 160 other products – all of which are made, bottle and distributed from 11 facilities around Australia.
Creative Agency: McCann
Media Agency: UM
PR Agency: DEC PR
Social Media: OGB
Client: Coca-Cola South Pacific
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For more information contact DEC PR with the details in this pdf.
Download images here.
About Coca-Cola in Australia
The Coca-Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries. Our portfolio in Australia includes Coca-Cola, Coca-Cola No Sugar, Fanta, Sprite and Powerade. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. Together with our bottling partner we have made a commitment to reduce sugar across our portfolio by 10% by 2020, as well an industry-wide pledge to reduce sugar across the industry by 20% by 2025. We’re also working to reduce our environmental impact by replenishing water and promoting recycling. With our bottling partners, The Coca-Cola Company employs more than 700,000 people, bringing economic opportunity to local communities worldwide. Coca-Cola Amatil (Aust) Pty Ltd is the authorised manufacturer and distributor of The Coca-Cola Company’s beverage brands in Australia. Coca-Cola South Pacific Pty Ltd is an indirect wholly owned subsidiary of The Coca-Cola Company and provides marketing, technical and quality services to The Coca-Cola Company in Australia. Learn more at www.coca-colajourney.com.au and follow us on Twitter, Instagram, Facebook and LinkedIn.