Coca-Cola asks Aussies is this the ‘Best Coke Ever?’ in new global campaign via Ogilvy Global
Coca-Cola Australia has launched a campaign unveiling a new recipe and a new look for Coca-Cola No Sugar created by Ogilvy Global, which has been adapted locally.
The fully integrated campaign centres on sparking a debate that drives trial, asking Aussie drinkers, is this the ‘Best Coke Ever?’.
The global reformulation of Coca-Cola No Sugar is the result of years of innovation to deliver a new and improved taste – aiming to create a taste as close as possible to Coca-Cola Classic – while the new iconography enables consumers to identify the can more easily on shelves.
Says Kate Miller, marketing director for Coca-Cola South Pacific: “We know there continues to be a growing appetite for no sugar options, and as people’s tastes and preferences have changed, so have we.
“The reaction from Australian taste tests has been positive, so now we’re asking the rest of the country what they think of the recipe.”
The campaign launches with an extensive ARN media partnership with KIIS 1065’s Intern Pete and KIIS Network National Drive Show’s Will & Woody not just trialing the recipe for themselves, but hijacking interviews to ask their guests if it is the “Best Coke Ever?”.
Says Miller: “We wanted to hear what some of Australia’s biggest names thought of the reformulation, so we launched the campaign with the ARN team, asking guests if it is indeed the “Best Coke Ever?”. Responses from the likes of Sophie Monk and Martha Kalifatidis have been positive so far, signalling that we’ve got a great product in market.”
The campaign will be supported through-the-line with TV, OOH, social and PR.
Coca-Cola’s ‘Best Coke Ever’ campaign is live until the end of December 2021.
Media Agency: UM
PR Agency: DEC PR
Social Media: Social Centre driven by One Green Bean
Client: Coca-Cola South Pacific
Activations: Maverick
Creative: Ogilvy Global, adapted locally
10 Comments
Wow! You were able to get Sophie Monk! Amazing! To save time, maybe it would be easier if agencies let us know when they weren’t using her.
Give them a break…Jessica Mauboy, Hamish Blake, Dusty Martin and even Poh Ling Yeow were all booked out.
Is this the best coke ever?
1920s recipe would have been the best for sure.
They paid for an editor and access to the Warner Neothers Clip Library.
Seriously, this looks like an internal hype reel.
I don’t like the new flavor , the original no sugar Coke is the best .
I would like to thank Coca-Cola a thank you as you have manage to get my wife to no longer drink Coke No Sugar, as soon as the old version is no longer available she will no longer be drink Coke No Sugar as she hates the “New” flavor.
I DRINK SEVERAL CARTONS OF COKE NO SUGAR A DAY OF THE OLD RECIPE!!!!!!!!!!
HAVE TRIED THE NEW FLAVOR IT IS ABSOULTY DISGUSTING!!!!!!!!!!!!!
I HAVE TO ASK WHY?????????????
I HAVE NOW BEEN LEFT NO OPTION OTHER THAN TO DRINK A GENERIC BRAND!!!!!!!!
I GUESS ON THE POSITIVE IM MAKING A HUGGGGGEEEEEE SAVING!!!!!!
I’M FEELING VERY DEVASTATED. AS I AM NOW TRAVELING FAR & WIDE THROUGH SOUTH AUSTRALIA ON MY SEARCH FOR THE ORIGINAL NO SUGAR COKE.
HEARTBROKEN
If it’s not broken, don’t fix it. I liked the original Coke no sugar. The new taste is not as good. I’m ready to stop drinking it. Very disappointed.
I don’t like the new coke, the previous one was perfect. Switching to Pepsi Max.
My wife is a diabetic, and not very often she has softdrinks, but when she does it has to be a “no sugar” of whatever flavour. Honestly, any “zero” drinks to me have a horrible after-taste (and I can even tell from the smell). When you actually somehow make a zero variety that tastes exactly like the original, maybe then I will start drinking them. At the moment even the smell makes me want to throw up. I even find the new less sugar Fanta totally disgusting. 🖕🖕🖕 to the developers of all zero drinks for making me rather drink raw sewerage than your soft drinks.