Coca-Cola adds colour to summer campaign
The temperature-controlled designs feature on most packaging variants, including 250ml cans, 390ml, 600ml, 1L, 1.25L PET, and 2L, and frozen cups.
The new packaging is part of a multi-million dollar push over the summer, with a major national integrated campaign and is an evolution of the #colouryoursummer campaign.
Returning this year as part of the campaign will also be image recognition technology. The technology will be able to recognise ‘Come Alive’ colour packs across the entire trademark – Coke, Diet Coke, Coke Zero and Coke Life, as well as recognise packs that feature in our campaign advertising.
Dianne Everett, group marketing manager Coca-Cola Trademark, Coca-Cola South Pacific, said: “We are thrilled to launch the next exciting phase of the Coke Come Alive campaign. We believe it will provide a platform which will excite people about this iconic brand over summer.”
A key pillar of the campaign strategy also revolves around brand ambassadors and sponsorships. For the second year running Coke has an exclusive partnership with the Universal Music Brand Partnerships Division to identify and recruit a number of influential artists this summer including Troye Sivan, Cody Simpson, and Tigerlily
“In addition to introducing yet another Coke-first to the market, with our spectacular colour-changing packaging, we are delighted to be working with some of Australia’s most popular young talent, who have great appeal to our target audience. We’re looking forward to bringing our strategy to life over the summer months and igniting a conversation with both existing and new consumers,” Everett said.
High-impact outdoor advertising will drive campaign awareness with locations strategically selected aligned to youth hotspots. There will also be a suite of Coke Come Alive point of sale materials available in stores across the country with youth-centric items enabling the brand to increase its connection to the market.