Cascade encourages Aussies to 'Change It Up' in newly launched campaign via McCann Sydney

10802476_Ginger_DIGI (1).jpgCoca-Cola South Pacific has today announced the launch of Cascade's new 'Change It Up' campaign via McCann Sydney, 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.
10802476_Group_DIGI (1).jpgA 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."
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5 Comments

T said:

I really love the use of crop marks and type safe area in this.

Love the title said:

"Adult Sparkling Brand Manager"

Designer said:

Nice tagline, needs more crop marks.

Ironic tonic said:

2 and 3 are the same layouts... so much for changing things up.

Grad said:

First year graduate project submission so bad it's good.
The bogans will eat this up.
As will the share market. Given up on Coke so this will resurrect the fortunes for sure. Fever Tree will be shaking in their G&T

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