Coke is planning ‘something big’
Coca-Cola is planning a major marketing push in Australia early next month, promising visitors to the coca-cola.com.au website that ‘Something big is coming’.
According to the home page of the website, a promotion is to begin on 8 April until 6 May.
Coca-Cola South Pacific would not reveal its plans, but said the activity would not be in support of a new product launch, nor is it the latest incarnation of its popular Share a Coke idea, which was extended into ‘Share a song’ late last year through a tie-up with Spotify.
Coke likes to use ideas again where they have worked elsewhere, and has plans to export Australia’s ‘Share a Coke’ – devised by Ogilvy Sydney – to other markets some time this year.
One promotion idea that could come to Australia is the ‘Hug machine’, a vending machine that gives out free cans of Coke when embraced, which was devised by Ogilvy Singapore.
Another is a vending machine that allows someone to see a person in another country in front of a different vending machine in real time, allowing them to touch hands virtually. This was introduced in India and Pakistan in December.
In Korea, Coke encouraged youngsters to perform dance moves in front of an interactive screen to earn free cans of Coke in September.
Coke could use the sort of ‘brand love’ it received after its hugely successful Share a Coke campaign from 2011. The brand has been on the receiving end of negative press and heated debate in social media, particularly on its Facebook page, over a court case it recently won to overturn a recycling scheme in the Northern Territory. It has been targeted with a campaign by Greenpeace, which is pressuring governments to implement a national ‘cash for containers’ scheme.
Coke’s agency partners in Australia include strategy agency Naked Communications, creative shops Ogilvy Sydney and Host, media agency Ikon Communications, promotions firm Wunderman, experiential agency Urban and public relations agencies One Green Bean and Pulse Communications.
Robin Hicks
Lets hope is bigger than Dominos Pizza’s “something big is coming”.
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I wonder if it involves a range of new pizza toppings?
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Maybe it’s Type Two Diabetes with every 10th can drunk…
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Maybe they are going to own up to their part in the obesity epidemic.
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A new flavour and a square bottle?
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@Tony – That promotion was hilarious for Domino’s – not sure if squared edged cans will work for Coke, health and safety nightmare.
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I wonder what it could be……
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Not that feature film they were muttering about recently?
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Could it be connected to the announcement on Bondi Iceberg’s FB feed today that the pool was out of action till Friday ‘ …due to the construction of a MASSIVE beverage filled esky”. They have invited people to ‘….come down to the Club tomorrow and watch the bizarre action from our balcony!” Anyone know anything more about either?
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This will probably be the relaunch of their rewards program; an upgrade from Coke Unleashed.
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A competition. Its a competition of some sort.
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Coke’s latest happiness project involves a vending machine that makes people “touch” each other across borders. The front of the machine is a screen (it resembles a large window) on which you can see your counterpart hundreds of miles away. A display of colour and light is ignited when you both place your hands on the interface. It’s the latest instalment of Coke’s “Happiness” campaign and is more than likely what is about to be launched in May.
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it is the new coke zero blackberry
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@Adam. Yes but it’s not coke.
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Hug a Coke machine for a drink??? Why don’t they do something REALLY radical and have a reverse vending machine that would accept it’s empty cans – Wow now there is an idea and they wouldn’t even have to pay an advertising agency for that one!!
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Maybe they’ll say Sorry for fighting against container deposit schemes?!
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I hope its the Coca Cola Freestyle Machines !
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