Coke celebrates Australia’s love for summer in new campaign via Maverick, Ogilvy + Wunderman
To celebrate Australia’s love for summer, Coca-Cola has today launched its Coke Loves Summer promotion, giving props to all that’s great about the hottest time of the year.
Coke, diet Coke and Coke Zero packaging will undergo a summer makeover with a Coke Loves Summer shout out featured across packaging as well as the scoop on how to win a range of summer loving prizes.
To get amongst the Coke Loves Summer fun, Aussies need to pick up bottles of Coke, diet Coke or Coke Zero and register at Coke Rewards for a chance to win a $5k daily cash prize and other sizzling summer merchandise including hammocks and mini BBQs.
To kick off the campaign at beaches around Australia, Coke will offer Aussies the ultimate refresher, with its oversized Coke Loves Summer Cooler pop-up activations. Consumers will get a chance to beat the heat and cool off with free ice cold Coke products. Surprise and delight music moments will take place at each of the three events at three iconic Australian locations, including an exclusive concert at each venue.
The Coke Loves Summer Cooler will take over Cavill Ave in Surfers Paradise on the 17th & 18th November. The cooler then heads down the coast to Cronulla Beach in NSW for the 22nd & 23rd November, while finishing up the tour at St Kilda Beach on the 29th & 30th November.
The Coke Loves Summer Coolers will also pop up at Ashes Cricket matches in Perth and Sydney, giving consumers who are already at the Cricket the chance to experience the most refreshing seat in the stadium. Thermal scanners will be eyeing up the crowd to find those fans in most need of refreshment, who will then be invited to experience the perfect serve of Coca-Cola at the cricket.
Says Antoinette Tyrrell, marketing manager Coca-Cola South Pacific: “Coke is synonymous with summer fun and the Coke Loves Summer promotion celebrates the bond between Coke and Australia’s biggest obsessions.
“Whether it’s a road trip with no set destination or feeling the sand between your toes on a hot summer’s day, an icy cold Coke, summer is always better.”
On air, a bespoke Coke radio show, ‘Coca-Cola Summer of Fresh Hits on Nova’ will be launched through a Nova media partnership and will run for six weeks from December 2, weeknights from 6-7pm. The show will feature latest summer hits, feature calls with promotional prize winners and take song requests from Aussies on their favourite summer jams.
The fully-integrated marketing and advertising campaign will run through the height of the summer season from mid-November to mid-January. Marketing support for the campaign will include TV, cinema, point-of-sale (POS), proximity, social media and digital.
The Coke Loves Summer promotion runs from 18 November 2013 – 16 January 2014.
For more information on Coke Loves Summer, head to Coke Rewards at: https://cokerewards.com.au/.
Maverick – Experiential
Naked – Connections Planning
IKON – Media Buy
Passport- Shopper
Ogilvy – TV and OOH Creative
Pulse – PR
Passport – Packaging
Wunderman – Promotion Management, Digital and Social
3 Comments
Wow I’m blown away by the I heart thing. Cutting edge. Nah seriously I like the thermal idea at the cricket that’s got something there, the coke booth at a beach just seems very average and not worth writing about to me.I loved the names campaign and what it must’ve taken to get Coke to run with it was awesome, but maybe the client had a bit to much of a say in this ‘overly safe/uninteresting’ execution.
Nice one Boris!
this coke is good for when i have my fish and chips as it brings up all the wind and washes away the salt in the stomach