Australia, 12 September 2017: Coca‑Cola South Pacific has today announced the launch of CASCADE’s new ‘Change It Up’ campaign, designed to further drive awareness and trial of its premium sparkling range.
Backed by a million dollar marketing spend, the campaign encourages Australian consumers to change up their habits by swapping their usual mixer of choice to one of CASCADE’s flavours, creating a new and delicious beverage combination. CASCADE can best be enjoyed on evening occasions where adult consumers are looking to socialise and unwind.
Currently live, the campaign will run in market for five weeks featuring primarily out-of-home, supported by a selection of content created by relevant social influencers. The hero out-of-home creative will feature nationwide in CBD railway locations including Flinders Station, Southern Cross Station and King George Square in Melbourne 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.
A number of lifestyle, foodie and cocktail influencers have been brought on board to develop inspiring content that showcases creative ways to change up how they enjoy CASCADE. These influencers include 2hungryguys, thecitylane, cocktailsbykurtis, seewantshop, quoc_phan, designbyaikonik and brigadeirochoc.
Bridget Slipper, Adult Sparkling Brand Manager, said: "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. ‘Change it Up’ is all about encouraging our Australian adults to try something new, pairing our delicious CASCADE flavours with their favourite spirits. We know they’ll love discovering new ways to enjoy the product, be it while socialising with friends or relaxing on the couch after work.”
CASCADE is available in selected restaurants, bars and cafes, major grocery chains and bottle shops. Flavours include Raspberry, Mint & Ginger, Spiced Pear & Bitters, Spicy Ginger Beer, Ginger Beer and Tonic Water.
The brand is also the official Mixer Sponsor of the 2017 Drinks World Top 25 Bartender Awards.
For more information contact Red Agency at the bottom of this PDF.
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About The Coca‑Cola Company
The Coca‑Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca‑Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 20 billion-dollar brands including, Diet Coke, Fanta, Sprite, Coca‑Cola Zero, Powerade and many more. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. For more information, visit Coca‑Cola Journey at www.coca-colajourney.com.au. Coca‑Cola Amatil (Aust) Pty Ltd is the authorised bottler and distributor of The Coca‑Cola Company’s beverage brands in Australia. Coca‑Cola South Pacific Pty Ltd, an indirect wholly owned subsidiary of The Coca‑Cola Company, provides marketing and technical/quality services to The Coca‑Cola Company in Australia.
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