LIFT Hard Hitting Lemon launches new campaign in association with the AFL


Australia, 9 May, 2017: Coca‑Cola South Pacific has today announced the next phase of LIFT Hard Hitting Lemon’s marketing campaign in Australia, centred around the evolution of its partnership with the AFL. The full-bodied lemon drink has also expanded its range from can and PET bottles to include a premium glass bottle and post-mix.

Six months after its successful launch, LIFT Hard Hitting Lemon has continued its association with the AFL as the ideal platform to further drive awareness and increase product consumption. The brand has observed an overlap of its consumer base with a key demographic of AFL’s fan base, appealing to its core audience of down-to-earth, good-natured Aussie blokes.

The integrated marketing campaign spans the entire football season and includes broadcast radio, out of home, sampling and digital, with online integration across and the AFL app. The overarching campaign theme about real strength and mateship, and LIFT Hard Hitting Lemon is positioned as the reward for Aussie blokes who turn up every day and ‘give it their all’ because real strength deserves a harder lemon drink.

As part of this strategy, LIFT will have a bespoke segment which will be launched on the AFL website. LIFT will see presenters Garry Lyon, Matthew Lloyd and Damian Barrett as part of the popular Access All Areas discussing ‘Lift Hard Hitting moments’ as part of a regular ‘week in review’ content series. In addition, radio spots featuring AFL commentary legend Dennis Cometti will run across Triple M as well as others running across Nova and KIIS throughout the duration of the season.

Richard Simkiss, AFL General Manager Commercial said: “We’re delighted to extend our partnership with LIFT Hard Hitting Lemon and are already building on this for the 2017 season. 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”.

Ramona Spiteri, Brand Manager, LIFT Hard Hitting Lemon, said: “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.”

LIFT Hard Hitting Lemon launched in September 2016 with a bold new look and flavour, tailored specifically for the Australian market, to offer sharper taste with more bite, hence it’s a drink for adults and not the kids. The new product has tested well with consumers, with the majority of males confirming the new recipe for LIFT Hard Hitting Lemon as their taste preference over the original LIFT.

LIFT Hard Hitting Lemon is now available in 5L and 15L BIB Fountain and 330mlx24 Glass packs as well as can and PET formats.

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The Coca‑Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands and nearly 3,900 beverage choices. Led by Coca‑Cola, one of the world's most valuable and recognizable brands, our company's portfolio features 21 billion-dollar brands, 19 of which are available in reduced, low or no-kilojoule options. These brands include Diet Coke, Coca‑Cola Zero, Fanta, Sprite and Powerade. Through the world's largest beverage distribution system, we are the No. 1 provider of both sparkling and still beverages. More than 1.9 billion servings of our beverages are enjoyed by consumers in more than 200 countries each day. With an enduring commitment to building sustainable communities, our company is focused on initiatives that reduce our environmental footprint, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca‑ColaJourney at 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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