Coca-Cola shares Life with remote Australia in new TV campaign via Ogilvy & Mather, Sydney
To coincide with the launch of Coca-Cola Life in Australia, Coca-Cola South Pacific has revealed its TVC for the new brand via Ogilvy & Mather, Sydney.
Based on the locally created ‘Let Life Surprise You’ core creative, the new ad captures the reactions of the remote community of Norfolk Island as they become the first Australians to get a taste of the new drink.
Rolling out today across TV, digital, cinema and mobile, the new TVC was shot in an unscripted, documentary style, to convey the genuine surprise and delight of Norfolk residents in being the first community in Australia to sample Coca-Cola Life, the newest product in the Coca-Cola family. Coca-Cola Life delivers the great taste you would expect from Coca-Cola with 35% less sugar and kilojoules, compared to Coca-Cola, achieved by combining sugar and the natural sweetness of stevia.
At 1,412 kilometres east of the mainland, Norfolk Island is one of Australia’s most remote communities. With a population of roughly 2,000, there are no railways, waterways, ports or harbours on the island and cows have right of way on the roads.
NZ band, The Babysitters Circus has supplied the soundtrack for the TVC in the form of their best known song ‘Everythings Gonna Be Alright’, bringing the TVC to life musically.
Says Lisa Winn, Coca-Cola South Pacific marketing director: “With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone. Playing on our locally-created ‘Let Life Surprise You’ concept, we chose to go somewhere Australians would least expect us.
“The residents of Norfolk Island were definitely surprised to see us, and their reactions to the product were fantastic, and we’re excited to see that replicated as we bring Coca-Cola Life to the rest of the country.”
Says Glen Buffett, general manager, Norfolk Island Tourism: “It is wonderful to have Norfolk Island chosen as the location for the unveiling of this exciting new offering from Coca-Cola.
“Coca-Cola is such an iconic brand and we are very delighted to be a part of the Coca-Cola Life launch into the Australian market as this provides a fantastic opportunity to showcase the natural beauty and unique heritage of our island home.”
Coca-Cola Life is the first major brand from Coca-Cola in Australia to combine sugar and the natural sweetness of stevia, demonstrating the company’s innovation and drive to remain Australia’s favourite soft drink brand. Coca-Cola Life has been developed in response to consumer demand to shake up the category, and brings all the refreshment and taste of Coca-Cola, but with 35% less sugar and kilojoules, compared to Coca-Cola.
In 2013, Coca-Cola made a commitment to offer lower kilojoule options including making stevia sweetened beverages more available to consumers, and the launch of Coca-Cola Life is another step in fulfilling this commitment.
Creative: Ogilvy & Mather
Strategy & Media: UM
Consumer PR: Adhesive PR
Trade PR: Pulse Communications
19 Comments
No surprises here.
I was expecting something a little more grand…. If the product is really as innovating and as ground breaking as the PR suggests, I thought Coke would of done something more innovating and grand… Very half-hearted…
It looks like no one on Norfolk Island cared about it either…
Maybe they also reduced the budget by 35%…
Nicely done.
Yessssssss
What a pile of shite.
And it probably took three years.
Um… did you expect something grand?
Obviously what they call a low key launch.
Why oh why do these advertisers insist on making creative ‘art’ videos, after which I’m left with no idea what the product actually looks like. Would it have killed them to insert a packshot or two?
Truly terrible – the product and the campaign.
That’s constitutes a product launch for one of the most recognisable brands on the planet? Just wow.
Why oh why would anyone be interested in watching this. Who cares?
Why do Ogilvy ads all need VOs to tell you what’s happening?
Why oh why would you use someone else’s name to post such a piss weak comment? At least make it vitriolic and hate filled like the real Pepper would.
Those Norfolk island folks are all very attractive.
Up there with Fiji Tourism, but not quite, that’s a bronze for the Junket category.
Is it just me or has the bs-ridden agency PR release become a genre worthy of an award category?
Does anyone else read ‘brings the core creative to life through a platform of digital channel engagement, musically’ and think there are a bunch of ex-Fairfax journos just pissing themselves after posting this drivel off for publication?
Everything about this is apologetic – in a way that Coke Zero and even Diet Coke wasn’t. From the product. To the ad.
One of the great things about the Coke brand is that it has always been confident and this ad does not feel confident in any way.
BAAAAAAAAAA’d