"We hope this campaign brings a light-hearted debate/adds a bit of fun given the current circumstances in some parts of Australia."
Coca-Cola Australia has launched a new recipe, design and campaign for Coca-Cola No Sugar following on from the launch in Europe, Latin America, Asia and North America.
The fully integrated campaign asks: is this the Best Coke Ever?
Coca-Cola South Pacific marketing director Kate Miller told AdNews the product has had significant growth since launching in Australia in 2017.
“We believe this new and improved recipe will appeal to an even wider group of people looking for that great Coca-Cola taste, with zero sugar,” Miller says.
The campaign launches with an extensive ARN media partnership. On KIIS 1065 Sydney, Intern Pete and Will & Woody will try the new recipe themselves, and will hijack interviews to ask their guests if it is the ‘Best Coke Ever?’.
The campaign will be supported through-the-line with TV, OOH, social and PR and is live until the end of December 2021.
The global reformulation of Coca-Cola No Sugar is the result of years of innovation to deliver a new and improved taste - aiming to create a taste as close as possible to Coca-Cola Classic - while the new iconography enables consumers to identify the can more easily on shelves.
The hero 30-second TVC includes recognisable faces (animated and real) Beavis and Butthead, and Jack Black (respectively).
Miller says the light-hearted ad is part of a global campaign but is timely for the Australian market.
“To launch the product we'll be supporting it with a global campaign which invites everyone to try the new Coca-Cola No Sugar and answer the question 'Is this the Best Coke Ever?'
“Although, of course in the planning we didn't expect that so many people would still be impacted by lockdowns and we hope this campaign brings a light-hearted debate/adds a bit of fun given the current circumstances in some parts of Australia,” Miller says.
Credits:
Media Agency: UM
PR Agency: DEC PR
Social Media: Social Centre driven by One Green Bean
Client: Coca-Cola South Pacific
Activations: Maverick
Creative: Ogilvy Global, adapted locally
