Coca-Cola celebrates its new ‘perfectly small can’ in latest marketing campaign via Ogilvy, Sydney
Celebrating the arrival of the newest addition to the Coke range, Coca-Cola South Pacific has today announced a new marketing campaign ‘New Perfectly Small Can’ via Ogilvy Sydney.
The campaign showcases Coke’s all-new 250ml slimline Coca-Cola can and champions Australia’s desire for the world’s most iconic beverage.
The multimillion dollar ‘Perfectly Small Can’ campaign will be rolled out across multiple marketing channels including TV, OOH, digital, POS, experiential and social media.
Hitting Australian screens on September 21, a new global TVC will air highlighting the slimline Coca-Cola can and focusing on the sensory experience of enjoying a Coke including the sound when you open a Coke, the cracking of ice when you pour your Coke into a glass, the fizz and the anticipation of a thirst that needs to be quenched.
Says Antoinette Tyrrell, marketing manager, Coca-Cola South Pacific: “The ‘Perfectly Small Can’ campaign will remind consumers of their love for the world’s most iconic brand, Coca-Cola, and showcase the desirability of our 250ml slimline Coke can.
“The 250ml pack size provides Australians with a perfect serve of their favourite beverage from the Coca-Cola range. Priced at a maximum of $2, the 250ml can is expected to be popular with consumers.”
Mini sampling kiosks which play off the perfectly small pack size, will pop-up around Australia from September 22 through October 6 giving consumers to the opportunity to score a free 250ml Coke can.
OOH executions will be rolled out nationally including on digital displays in key Westfield shopping centres, cross-tracks and street furniture.
A second iteration of the campaign will be announced in October for summer and will be the most disruptive creative seen by Coca-Cola since Share-A-Coke.
Maverick – Experiential
UM – Connections Planning & Media Buy
Passport- Shopper
Ogilvy – TV and OOH Creative
Pulse Communications – Social & Trade media
Passport – Packaging
Wunderman – Promotion Management and Digital
Adhesive PR – Consumer PR
4 Comments
For perfectly large consumers.
Please keep this sort of news to the food and beverage industry blogs
More Ogilvy rubbish. No wonder nobody put their name to this. A creative opportunity shamefully lost.
Did you shoot this on an iPhone?
I can forgive the lack of an idea if you can make it engaging, but this is a real piece of cr*p.