Australia, Tuesday 9 January 2018: Coca‑Cola Australia has today announced the launch of its newest campaign – ‘Coke’s Epic Summer’. The campaign is aimed at inspiring and enabling Australian teens to make their own summer “epic” with Coca‑Cola at the heart of their memorable experiences throughout the season.
Further building the connection between Coke and summer, the campaign will be driven by a new TVC that will air during high profile programs including My Kitchen Rules, the Big Bash League and the Australian Open, as well as on key teen channels including MTV and Channel V. Online video content will feature across a number of the most watched teen digital properties including YouTube, Vimeo and Spotify.
The ‘Coke’s Epic Summer’ campaign aims to reach teens in high-frequency summer hotspots – including cinemas, parks and beaches – and enhance their fun across a range of locations including Byron Bay, Gold Coast, Brisbane and Sydney, as well as backyard house parties. This will be activated through impactful out-of-home formats and a prize mechanic featuring “Tear, Wear & Win” labels on packs. As their name suggests, the call to action for consumers is to tear off the label and wear it as a wristband for their chance to win a range of “epic” summer prizes.
The list of epic prizes includes summer experiences popular with teens from partners such as, Village Theme Parks, Event Cinemas, Merlin Attractions, Red Balloon, Hoyts, Ticketek, EA Sports and Spotify. Each promotional bottle of Coke, Coke No Sugar, Coke Raspberry and Coke Vanilla will unlock great summer deals and offer the chance to win thousands of prizes.
Other key elements of the multi-million dollar campaign include a special launch pontoon party on Sydney Harbour, weekly social videos, PR, point-of-sale and influencer marketing. Coca‑Cola’s iconic Kings Cross billboard will be used in a fun and cheeky way, with a traditional Coke image edited by a young Australian street artist, with their own artistic spin.
Coca‑Cola has also teamed up with Pedestrian TV to help launch its youth focused site ‘PEZ’. The timing of the launch of the new site is aligned with the Coke’s Epic Summer campaign with Coke running a three month exclusive sponsorship.
Coca‑Cola Australia spokeswoman Marina Rocha said: “Coke has become synonymous with summer and every year we continue to evolve our dialogue with our consumers and provide new experiences they can enjoy.”
“We know teens will be out and about enjoying the weather in the coming months, so with our latest campaign we hope to inspire them to have an even more epic summer by enjoying a refreshing ice cold Coke and be in for a chance to win a load of epic prizes.”
• Ogilvy - creative/ content
• UM – media/ connections
• Momentum - promotion
• Pulse – PR and influencers
• One Green Bean - social
• Satellite – website
• Reprise – SEM/ SEO
• Maverick – experiential
• Geometry – shopper
• Gemba – promotional partnerships
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 engaged communities, create an 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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