Coca-Cola pushes limited edition Coca-Cola Orange No Sugar product with work via Ogilvy
Coca-Cola Australia has today announced the launch of its newest flavour innovation – Coca-Cola Orange No Sugar. The product, which combines a classic Coca-Cola taste with a hint of orange flavour, aims offer Australians a wintery twist for the cooler months.
The multi-million-dollar campaign, created by Ogilvy Sydney, will be driven by digital, social media, influencer engagement, retail out-of-home, PR and in-store point of sale. Influencers including ‘insta-famous’ Melbourne artist Chilli Philly, illustrator Mark Conlan, novice baker BakedByAndres and blogger PaulPayaSalad are all on board to create and share content as part of the launch campaign.
Orange was identified as the newest limited-edition flavour as it ranks in the top five most popular fruits in Australia, with 1 in 3 Aussie fruit shoppers purchasing oranges at checkout.
Targeting the young adult market, the new flavour follows the success of the brand’s recent flavour innovations including Coca-Cola Raspberry, Coca-Cola Plus Coffee No Sugar and Coca-Cola Ginger. These innovations form part of the brand’s strategy to recruit new drinkers to the carbonated soft drink category.
Says Lucie Austin, marketing director at Coca-Cola Australia: “Following the success of the Coca-Cola Raspberry launch this summer, we’re thrilled to launch Coca-Cola Orange No Sugar and offer Coke fans a new fruity twist. The hint of orange flavour offers a wintery, citrusy note to palates during the cooler months this year – one that
complements our existing range of fun and innovative flavours.
“We’ve seen just how much Australians have been enjoying our recent limited-edition flavours and we remain committed to delivering innovative flavour combinations and great tasting choices to our consumers nationwide.”
Coca-Cola Orange No Sugar will be available in all major and independent retailers and across the country in a range of different pack formats and sizes. Coke Orange No Sugar is also totally sugar free – in line with Coca-Cola’s commitment to reduce sugar across its range.
Creative – Ogilvy
Media – UM
Shopper – Geometry
PR – Pulse
Social – OGB
11 Comments
Sounds like they’ve incorporated all their leftover Fanta in it.
That Coke is a Fanta
Isn’t it awesome when you see the proposition just plonked in as a headline. Wow, great work team.
Didn’t Coke try something similar in 1940’s Germany?
Since when has winter and citrus been a good match apart from a cold and flu remedy?
If it’s a ‘hint’ of orange why is the bottle on a completely 100% orange background?
I’m sure this isn’t the creatives fault, but this is soooo dull.
…because the great unwashed are as thick as shit. They don’t do ‘subtle’.
And Coke wonders why their numbers are dropping… They only have themselves and their archaic marketing team to blame. This is rubbish.
Back in the 60s and 70s this was called a 50/50. Half a glass of Fanta and Half a Glass of Coke…not new — everything old is new again– cheaper to make your own than paying for a ‘hint’ of (Fanta) orange.
Conspicuous Rednut.
Remember way back when Coke ads were the pinnacle?