Coca-Cola to launch multimillion dollar marketing campaign via Ogilvy & Mather for Coca-Cola Life

Coca-Cola South Pacific has today announced the highly anticipated Coca-Cola Life will be available nationally across Australia from early April 2015. Challenging consumers to ‘Let Life Surprise You’, the latest addition to the Coca-Cola family will be backed by a high-impact multimillion dollar marketing campaign via Ogilvy & Mather, across multiple channels, including TVC, cinema, OOH, print, digital, PR and sampling.

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*. As only the fourth drink to be launched in its 128 year history, 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.

The significance of the launch is reflected by the scale of the cross-channel marketing investment, which will run throughout April and May. Led by the launch TVC, the campaign will use the locally created ‘Let Life Surprise You’ core creative idea to intrigue, educate and engage consumers, reinforcing that Coca- Cola will travel near and far to ensure its products are available for everyone. The campaign targets 30-49 year old balance seekers, looking for a great tasting cola with fewer kilojoules, using a natural sweetener.

High-impact OOH display will build scale at iconic locations including Sydney’s Kings Cross sign and a takeover of Melbourne’s Southern Cross Station. A strong investment in transit will play on the theme of surprise. Tailored messaging will urge commuters to “come along for the ride” or “take a detour” on their way home.

The new formulation arrives with a bold and larger-than-life green packaging that proudly differentiates it from the other members of the Coca-Cola portfolio in Australia. Further impact in-store will be created by surprising consumers with sampling opportunities, disruptive premium point-of-sale and national vending machine takeovers.

The full campaign includes:

• TVCs rolling out across TV, digital, cinema and mobile
• Print and digital media integration
• OOH including large scale billboards
• Extensive sampling and experiential
• PR
• Extensive premium POS suite, which will disrupt in store

Says Lisa Winn, Coca-Cola South Pacific marketing director: “Coca-Cola Life truly is another example of us keeping in step with consumer demands.

“We’re extremely excited to be offering Coca-Cola Life in Australia, a great addition to the Coca-Cola family. We’re confident that the new formulation is what consumers have been looking for. We’ve achieved the best possible taste of Coca-Cola, but with 35% reduced sugar and kilojoules. Coke Life isn’t simply a new product from Coca-Cola – it’s another great choice for people who want a delicious Coca-Cola to fit their lifestyle. There is a Coca-Cola option for everyone.”

Says Geoff Parker, CEO, Australian Beverages Council: “The beverage industry is always looking to respond to Australian consumers and their needs. Coca-Cola Life is a great example of this – we know consumers are asking for more choice and particularly stevia sweetened beverages. Coke Life is an innovation that is expected to really excite the category and draw people into the soft drink category.”

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 this is another step in fulfilling this commitment.

*Source: Aztec Database 2014 12mmt)