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
Creative: Ogilvy Global, adapted locally