Lift Hard Hitting Lemonade pushes new glass bottles and AFL segment in latest campaign.
The Coca-Cola Company has launched the next phase of the Lift Hard Hitting Lemonade campaign which began six months ago in partnership with the AFL.
The latest iteration pushes the soft-drink's new glass bottle and aims to appeal to a core audience of 'down-to-earth', 'good-natured' AFL fans.
The 'mateship' campaign spans the entire football season and includes broadcast radio, out-of-home and digital as well as integration across afl.com.au and the AFL app.
AFL GM of commercial Richard Simkiss says: “Lift’s positioning as ‘hard hitting’ is quite obviously aligned with our on field contests, however we also see synergies in Lift’s significant pursuit to tailor the best possible product to suit its Australian consumers”.
Lift is also launching a segment on the AFL website which will see presenters Garry Lyon, Matthew Lloyd and Damian Barrett discussing ‘Lift Hard Hitting moments’ as part of a regular ‘week in review’ content series.
Radio spots featuring AFL commentary legend Dennis Cometti will appear on Triple M as well as others running across Nova and KIIS throughout the duration of the season.
Lift Hard Hitting Lemonade brand manager Ramona Spiteri says: “The evolution of our partnership with the AFL has truly come to life this year, where we hope to tap into the AFL’s loyal fan base through the online integration program – a first for the brand.”
“Our goal is to celebrate what makes real strength and reward it with a harder hitting lemon drink which is made with bite,” added Spiteri.
