Coca-Cola gets nifty, thrifty and a little bit skux in new Aotearoa campaign via VML New Zealand
Coca-Cola and VML New Zealand are putting a Kiwi spin on their latest campaign, showing there’s a Coke to suit every occasion, without compromising what makes the brand unmistakably Coke.
Rather than relying on traditional value messaging or simply showcasing pack sizes, the campaign focuses on choice. By connecting different Coca-Cola products to familiar Kiwi moments and occasions, the work demonstrates how the brand can remain relevant across a range of everyday experiences.
The work is understated and positive – which feels at home in Aotearoa. The music, crafted from scratch by the VML team, transports you to a Kiwi backyard, complementing the story of a couple of mates having a laugh.
It all comes back to one simple thought: ‘There’s a Coke for everyone’.
With strong engagement numbers and positive sentiment on launch, early results indicate the campaign has struck a chord with Kiwis.
Says Gina Beck, Senior Manager, Coca-Cola TM, The Coca-Cola Company: “Coca-Cola’s strength lies in the deep connection people have with its iconic taste and brand experience – something they’ve loved for generations. At the same time, our diverse range gives people plenty of choice in how and when they enjoy it. This campaign celebrates that choice in a way that feels relevant to Aotearoa New Zealand, while keeping everything people recognise and cherish about Coca-Cola firmly at the centre.”
Says Kim Pick, Group Executive Creative Director, VML New Zealand: “The interesting part of the brief was recognising that different Cokes already play different roles in people’s lives. Giving them names with a Kiwi tone let us talk about that choice in a way that feels culturally familiar and has a bit of fun with it. It’s a story about choice, but it still looks, sounds and feels unmistakably Coke.”
The campaign is live across Aotearoa New Zealand and will run across television, out of home, online video and social.
The Coca-Cola Company
Gina Beck, Senior Manager, Coca-Cola TM
Tracey Evans, Marketing Director, Coca-Cola Oceania
VML
Kim Pick, Group Executive Creative Director
Jack Pfiszter, Creative
Jono Entwistle, Creative
Jonathon Morcom, Senior Client Partner
Cécile Henson, Strategy
Jo Kelly, Senior Producer
WPP Media
Shafnaz Shiraz, Senior Account Manager
Production Company: Eyes and Ears
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