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Coke drops a million on influencer supported marketing drive

Cascade CokeCoca-Cola is pouring at least a million dollars into a marketing push to spruik its Cascade mixer range in a bid to establish new verticals that diversify its portfolio of brands.

“The Cascade campaign idea is around inspiring people to change up their usual habits and try something new,” a Cascade spokesperson told Inside FMCG.

“Given the propensity for influencers to change the behaviour of their followers to try new things, we decided to partner with a handpicked select few to support the idea. Each of the seven influencers we have chosen can speak authentically to their followers and inspire them to ‘change it up’ using Cascade as the catalyst.”

The drinks giant has just kicked off a five-week nationwide campaign called ‘Change It Up’ that will leverage social media influencers alongside other out-of-home media to promote its mixers as a go to option in the premium part of the adult sparkling water market.

In a sign of the times, social media influencers including,  2hungryguys, thecitylane, cocktailsbykurtis, seewantshop, quoc_phan, designbyaikonik and brigadeirochoc, will generate “inspiring content” around the products, which will then be used in more traditional channels.

The creative elements will be featured in CBD railway locations including Flinders Street and Southern Cross stations in Melbourne and in King George Square and Central station in Brisbane. It will also be displayed across major retail centres, as well as Qantas, Virgin and multi-airline domestic airport terminals.

“Less than a year after introducing new Cascade flavours into the market, we’re thrilled to kick off a major national campaign that further cements our positioning as the go to premium adult sparkling brand,” said Bridget Slipper, Adult Sparkling brand manager.

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