Coca-Cola shares Life with remote Australia in new TV campaign via Ogilvy & Mather, Sydney

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Coke Life TVC Aus (6).jpgTo coincide with the launch of Coca-Cola Life in Australia, Coca-Cola South Pacific has revealed its TVC for the new brand via Ogilvy & Mather, Sydney.

Based on the locally created ‘Let Life Surprise You’ core creative, the new ad captures the reactions of the remote community of Norfolk Island as they become the first Australians to get a taste of the new drink.

Rolling out today across TV, digital, cinema and mobile, the new TVC was shot in an unscripted, documentary style, to convey the genuine surprise and delight of Norfolk residents in being the first community in Australia to sample Coca-Cola Life, the newest product in the Coca-Cola family. Coca-Cola Life delivers the great taste you would expect from Coca-Cola with 35% less sugar and kilojoules, compared to Coca-Cola, achieved by combining sugar and the natural sweetness of stevia.

At 1,412 kilometres east of the mainland, Norfolk Island is one of Australia’s most remote communities. With a population of roughly 2,000, there are no railways, waterways, ports or harbours on the island and cows have right of way on the roads.

Coke Life TVC Aus (10).jpgNZ band, The Babysitters Circus has supplied the soundtrack for the TVC in the form of their best known song ‘Everythings Gonna Be Alright’, bringing the TVC to life musically.

Says Lisa Winn, Coca-Cola South Pacific marketing director: “With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone. Playing on our locally-created ‘Let Life Surprise You’ concept, we chose to go somewhere Australians would least expect us.

“The residents of Norfolk Island were definitely surprised to see us, and their reactions to the product were fantastic, and we’re excited to see that replicated as we bring Coca-Cola Life to the rest of the country.”

Says Glen Buffett, general manager, Norfolk Island Tourism: “It is wonderful to have Norfolk Island chosen as the location for the unveiling of this exciting new offering from Coca-Cola.

“Coca-Cola is such an iconic brand and we are very delighted to be a part of the Coca-Cola Life launch into the Australian market as this provides a fantastic opportunity to showcase the natural beauty and unique heritage of our island home.”

Coca-Cola Life is the first major brand from Coca-Cola in Australia to combine sugar and the natural sweetness of stevia, demonstrating the company’s innovation and drive to remain Australia’s favourite soft drink brand. Coca-Cola Life has been developed in response to consumer demand to shake up the category, and brings all the refreshment and taste of Coca-Cola, but with 35% less sugar and kilojoules, compared to Coca-Cola.

In 2013, Coca-Cola made a commitment to offer lower kilojoule options including making stevia sweetened beverages more available to consumers, and the launch of Coca-Cola Life is another step in fulfilling this commitment.

Creative: Ogilvy & Mather

Strategy & Media: UM

Consumer PR: Adhesive PR

Trade PR: Pulse Communications