Coke revs up digital and social marketing drive in bid to connect with youth market
Coca-Cola will look to connect with Australia’s youth in a multi-million dollar push that has seen the drinks giant pull away from TV advertising in favour of a major focus on social and digital channels.
The move is designed to position the brand as an innovator and to appeal to a younger demographic. The focus of the campaign, called #colouryoursummer, will be Coke’s smaller 250ml can which now comes in six colours.
Coca-Cola marketing manager Di Everett told The Australian: “We realised we needed to up our game significantly in the innovation stakes. We usually spend 70 per cent of our budget on tried and true media, 20 per cent reapplying experiments and 10 per cent on true innovation.
“We really tried to tip that ratio. (Innovation) would be significantly higher than that in every medium.”
The campaign will include videos in a bid to connect with teenagers through music, fashion and gaming while out of home marketing will include panels dispensing cans of coke and painted griffiti-style murals.
There will also be digital executions that transform into interactive games.
Coca-Cola said the campaign will use targeted digital display advertising to reach where “next generation of drinkers” spend their time online. It has also created 60 variations of 15 second videos to build “snackable content in a format compelling for the audience”.
“The #colouryoursummer campaign is one of the most innovative and disruptive campaigns that we have ever undertaken, we know that people love to express their individuality and we believe that the five limited edition colours will increase the desirability of our 250ml slimline Coke and Coke Zero cans,” Coca-Cola marketing manager Antoinette Tyrrell said.
“The 250ml pack size provides Australians with a perfect serve of their favourite beverage from the Coca-Cola range. Priced at a maximum of $2, the 250ml can is proving to be popular with consumers this summer.”
The 250ml can, launched in August, is available nationwide with five new coloured cans will be available nationwide from November.
The move to produce smaller cans follows a commitment from Coca-Cola to help address the issue of obesity in Australia.
Credits:
UM – Idea development, Connections Planning & Media Buy
Ogilvy – Creative Digital, Social, Film and OOH
Adhesive PR – Consumer PR
Satellite – Digital & Website Build
Maverick – Experiential
Passport– Shopper & Packaging
Pulse Communications – Trade media
Paying more for less now comes in a choice of coloured packaging.
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“UM – Idea development…”
So basically Ogilvy just did studio work mocking up six cans in a row and putting a hashtag under it for UM’s idea. Brutal.
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Funny, my teenage son came home the other day and told me he bought a green can of coke and then was disappointed because…it was just coke, lol. He wasn’t impressed. He would like it if there was actually more choice of flavours, like yellow can means lemon drink etc.
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Coca-Cola used to be a brand for the masses. It worked because it brought happiness to the world. SCALE. FAME.
Now, they’ve decided to target, to be niche, to be underground. To try and focus not on fame, but on fad. SALES WILL FALL. Media success is about time in the market, not timing the market.
Coca-Cola will only recover when they forget niche social media messages and focus on having a Coca-Cola message blatantly in the face of every person in the world across every channel, or as Mojo supposedly said: “Any c#nt with a mouth”.
Bring back a massive, bold, fun, happy and sexy TV campaign, put it on YouTube pre-rolls, put it on Facebook video, put it on every outdoor sign in the country, put it on sports TV broadcasts, put it on big, live TV shows, put a Coke jingle on every radio station.
Coke, you’re better than that, mate.
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