To coincide with the launch of Coca-Cola Life in Australia, Coca-Cola South Pacific has launched its first television commercial for the new brand.
Coke Life is the first major brand from Coca-Cola in Australia to combine sugar and the natural sweetness of stevia, and has 35 per cent less sugar and kilojoules compared to regular Coca-Cola.
Earlier this year, Coca-Cola Amatil, said new products, such as Coke Life, and a focus on smaller cans would help lift sagging sales in Australia, adding it wanted to cut its reliance on consumers who drink a lot of the group’s brands and attract a broader consumer base that may not often drink Coke.
Based on the locally created ‘Let Life Surprise You’ core creative, the new ad captures the reactions of the remote community of Norfolk Island as they become the first Australians to get a taste of the new drink.
Rolling out today across TV, digital, cinema and mobile, Coca-Cola says the new TVC was shot in an unscripted, documentary style, to convey the genuine surprise and delight of Norfolk residents in being the first community in Australia to sample Cola-Cola Life, the newest product in the Coca-Cola family.
“With the launch of Coca-Cola Life we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone. Playing on our locally created ‘Let Life Surprise You’ concept, we chose to go somewhere Australians would least expect us,” said Lisa Winn, marketing director, Coca-Cola South Pacific.
“Coca-Cola is such an iconic brand and we are very delighted to be a part of the Coca-Cola Life launch into the Australian market as this provides a fantastic opportunity to showcase the natural beauty and unique heritage of our island home,” Winn said.
Coca-Cola Life is available in a 250ml can, 330ml glass bottle, 375ml can, 390ml PET bottle, 450ml PET bottle, 600ml PET bottle, 1L glass bottle, 1.25L PET bottle, 8x200ml cans, 4x330ml glass bottle, and 10x375ml cans.
