Coca-Cola South Pacific launches integrated campaign for new Mother Sugar Free energy drink via Naked, McCann, Ikon, Fuel & Urban

Coca-Cola South Pacific today introduces an exciting new addition to its Mother energy drink range, with the launch Mother Sugar Free in an all-inclusive integrated marketing campaign via Naked Communications, McCann, Ikon Communications, Fuel Creative and Urban.

Mother Sugar Free delivers the Mother of an energy hit that Mother fans know and love without any of the sugar. Each 500mL can of Mother Sugar Free contains only 23 calories in total. It is the perfect companion for Aussies looking to power through their day with a dose of sugar free mental awesomeness.

The campaign will include point-of-sale (POS), out-of-home (OOH), digital, experiential, social media, sampling as well as V8 Supercar activations that will be rolled out in the coming months.

Says Steven Ruhl, Mother marketing manager: “With Mother Sugar Free, we’ve expanded the Mother range to include a variety that is perfect for Aussies looking for a Mother of an energy hit, without any of the sugar.

“Following in the footsteps of the launch of Mother Frosty Berry earlier this year, we’ve identified another segment in the energy drink category to drive incremental growth for the brand. The Sugar Free segment of the energy drink category currently sits at 9% (Source: Aztec MAT 04/03/12) and has demonstrated significant growth over the past year (Source: Aztec MAT March 2012).”

In-store POS will be displayed in targeted locations where Mother drinkers seek out their energy needs including Caltex & BP Service Stations as well as 7-Eleven convenience stores.

Mother Sugar Free will be available for Australians to try at a number of events as part of an experiential sampling campaign including activity at V8 events as Mother continues to be the Official Energy Drink of the V8 Supercars.

New Mother Sugar Free comes in a 500mL can size and four x 250mL can multi-packs available in energy drink fridges and on grocery store shelves nationwide from this month. Featured on the can for the first time, is a key pack call out -‘Mental Awesomeness’.

Communications Strategy:  Naked Communications

Sampling: Urban