Coca-Cola brings the beach to cricket in summer promo

Coca-Cola has launched a summer campaign across its Coke, Coke Zero and Coke Light brands in partnership with the Australian cricket team.

The campaign sees part of the Sydney Cricket Ground turned into what has been billed as the world’s first pop-up beach in a cricket ground. Competition winners will be able to watch the match while sitting in a sand pit or a splash pool and drinking free Coke.

Consumers will be able to win a place on ‘the Coca-Cola Beach’ for the one day internationals via specially marked bottles of Coke and the brand’s Facebook page.

Antoinette Tyrrell, marketing manager Coca-Cola South Pacific said: “We’ve all grown up playing cricket on the beach. For Aussies, there’s no need to choose between the beach and the cricket this summer, we’ve brought the beach and Australia’s best cricketers to them.”

“Through our partnership with Cricket Australia, Coca-Cola has created this one of a kind, world first experience for our consumers. Our aim is to invite consumers and fans to participate in cricket in a whole new way and to spark interest and conversation across Australia.”

Campaign credits:

• Elite Sports Properties – Experiential
• George Patterson Y&R – Concept creation
• IKON – Media Buy
• Mix – Shopper
• Ogilvy – TV and OOH Creative
• One Green Bean – PR
• Passport – Packaging
• Wunderman – Digital and social


  1. Thom
    17 Dec 12
    1:39 pm

  2. Look at all those agencies!

    Creative collaboration at its best :)

  3. Helena
    17 Dec 12
    2:26 pm

  4. good news for cricket australia, may help their flagging participation rates

  5. paul
    17 Dec 12
    10:23 pm

  6. “A chance to be part of history?” Is this what we have come to?
    And was this as good an idea as cricket & coke get?
    P U R – L E A S E : enough of this crap cluttering our screens and fouling our minds.
    Pornography looks interesting compared to this drivel.

  7. Danny Bishop
    3 Jan 13
    9:17 am

  8. “billed as the world’s first”… always a dangerous statement. And only a little bit of research shows that the Jamaicans did this back in the late 90s.