Coca-Cola Australia has announced the launch of the first energy drink with a great Coca-Cola taste, Coca-Cola Energy, supported by a high-impact integrated marketing campaign via Maverick, DO and DEC PR.
Due to hit shelves from June 26, Coca-Cola Energy kicked off the launch by helping ‘Free Dance Party’ founder Christie Aucamp-Schutte host her biggest street party yet in Sydney’s Circular Quay after her latest event was prematurely shut down earlier this month.
For the return of ‘Free Dance Party’ last night, hundreds of Sydneysiders joined in on the impromptu dance-fest and were treated to the first samples of Coca-Cola Energy released in Australia.
With the tagline ‘Move with a new energy’, Coca-Cola marketing director Lucie Austin said launching with a street party that connects people through music and dance was a natural fit for Coke Energy.
Says Austin: “Like Christie and her Free Dance Party movement, we’re passionate about bringing people together in uplifting and positive ways – so what better way to launch Coke Energy than by energising a free dance party on the streets of Sydney.”
The launch will be supported by an integrated marketing campaign featuring a high energy TVC with a pulsating music track, online video, social media, PR, influencers, experiential sampling, and a distinctive in-store shopper POS suite.
Disruptive outdoor will also help bring the campaign to life. This will include a high-impact execution at Sydney’s Kings Cross where both sides of the famous ‘Coke Sign’ will be transformed.
The first energy drink launched under the Coca-Cola brand, Coca-Cola Energy features ingredients including caffeine and guarana. It will be available in 250ml cans and will also be offered in a great tasting no sugar option.
Launched earlier this year in markets including Spain, Hungary, and Great Britain, Coca-Cola Energy is the latest example of the company’s strategy to offer people a wider range of drinks for different lifestyles and occasions.
Says Austin: “It’s an exciting product to be introducing to Australians and we think it will appeal to busy people on the go who are looking for an extra energy kick with a great Coca-Cola taste.
“We’re launching Coca-Cola Energy with and without sugar and we’ll continue to expand and diversify our range of products to offer Aussies a wider choice of drinks.”
Featuring a distinctive design, Coca-Cola Energy is aimed at young adults (18-39). Coca-Cola Australia will not directly market Coca-Cola Energy to anyone under the age of 18 or promote it to be mixed with alcohol.
Coca-Cola Energy will be available in stores nationally from June 26.
Brand Director, Coca-Cola Trademark: Pam Wyatt
Marketing Manager: Josh Gonski
Senior Brand Manager: Bridget Slipper
Integrated Marketing Communications Manager: Mel Thompson
Brand PR Manager: Adam Bell
Design: Hannah Silverstone
PR: Dec PR
Launch Activation: Maverick, Dec PR, DO
Social Media: One Green Bean, Coca-Cola Social Centre
Point of Sale: Presfast