Coke has launched a new campaign for its beverage Coke No Sugar using the tagline “Say Yes.”
The campaign, from Coca-Cola and Ogilvy Sydney, includes TV and out-of-home marketing featuring interactive technology to encourage consumers to try the beverage.
For example, consumers watching the TV spot can use the mobile app Shazam to download a voucher for a sample. At the out-of-home ads in Sydney’s Pitt Street Mall people strolling by can just ‘Say Yes’ to the ad to get a free sample dispensed from a refrigerated panel. Some two million samples are expected to be distributed between June and August.
“Launching Coca-Cola No Sugar in Australia this month generated a huge amount of attention and conversation,” Marina Rocha, group marketing manager, Coca-Cola South Pacific, said in a statement. “The second phase of our campaign builds on this momentum. This is primarily led through our sampling activity providing multiple opportunities for consumers to interact with the brand across a number of touch points.”
Singer Kelly Rowland, gaming YouTuber ChampChong and pop star Tom Jay Williams helped kick off the out-of-home activation in Sydney’s Parramatta.
Coke made the announcement earlier this month that it would replace Coke Zero with Coke No Sugar in the Australian marketplace starting June 27. The reformulation has been in the works for five years. Coca-Cola No Sugar is the third sugar-free product Coca-Cola has launched in 30 years, with Diet Coke launching in 1983 and then Coke Zero in 2006. Read the article …
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