Coca-Cola shares its uniqueness in brand new ‘Coke Come Alive’ campaign via Ogilvy Sydney
Coca-Cola South Pacific has today announced the launch of its ‘Coke Come Alive’ campaign via Ogilvy Sydney, dedicated to showcasing the uniqueness of each Coca-Cola product and celebrating the great taste benefits they provide.
The aim of the campaign is to drive growth and embed the role of the brand in the lives of youth consumers.
The ‘Coke Come Alive’ campaign will launch with a series of TVCs across TV, digital and mobile video and cinema. One TVC will focus on the Coca-Cola family of brands as a whole and dial up the over-arching campaign messaging, while other TVCs will focus on each individual variant in its own right, including Coke Life, Coke Zero and Diet Coke and highlight the differences between the products. Additional outdoor advertising 
will be rolled out to amplify campaign and product messaging, and build awareness.
Says Dianne Everett, group marketing manager Coca-Cola Trademark, Coca-Cola South Pacific: “We want Australians to re-appraise the uniqueness of Coca-Cola’s uplifting refreshment and what each product has to offer. Our campaign will bring the brand to life in the coming months designed to engage and connect with Australian consumers.”
Further campaign activity will be announced in the coming months as Coca-Cola gears up for the summer season.
Media Strategy & Buying: UM
Creative: Ogilvy
POS: Passport
Trade PR: Red Agency
12 Comments
sweet, i get to watch another hype reel to get in the way of watching the footy show
Stock.
Sorry! Is this actually consumer-facing?
I’ve heard of stock photos but stock copy lines??
Utter cobblers. They’ve been using the same strategy for decades – ‘let’s own summer with a hackneyed phrase and shots of young people having fun’. Trouble is, young people know that coke is poison, and they figure that if they’re going to poison themselves they might as well skull a Red Bull and have more fun doing it.
“uplifting taste”?
really?
Wow…..that was bad.
Then again….maybe that’s what the client wanted.
The giggles are plenty with this one.
They follow up Share a Coke and #colouryoursummer with this?
#stockfootage #strategyshowing #embarrassing
Great work Boris!
Come Alive? More like – Come get diabetes!