Coke takes new Life drink to Norfolk Island in TV ad as multi million dollar campaign kicks off
Coca-Cola has released the first Australian TV ad for its new reduced-sugar drink, Life, as it kicks off a multi-million dollar marketing campaign.
https://www.youtube.com/watch?v=48F85IoptC8
The 30-second slot, created by Ogilvy & Mather, uses the strapline ‘Let Life Surprise You’ and captures the reactions of people of Norfolk Island who became the first Australians to sample the new drink.
Coke Life is only the fourth drink to be launched by Coca-Cola in its 128-year history and the first since the release of Coke Zero in 2006.
The campaign, which begins today, will also include digital, out-of-home, cinema and mobile.
The TVC features the music of New Zealand band, The Babysitters Circus, with their track ‘Everythings Gonna Be Alright’.
Coca-Cola South Pacific marketingdirector Lisa Winn said: “With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone.
“Playing on our locally-created ‘Let Life Surprise You’ concept, we chose to go somewhere Australians would least expect us.
“The residents of Norfolk Island were definitely surprised to see us, and their reactions to the product were fantastic, and we’re excited to see that replicated as we bringCoca-Cola Life to the rest of the country.”
Coke Life is said to contain 35 per cent less sugar with the company pitching the drink directly against Pepsi Next which launched in 2012.
Credits:
Creative: Ogilvy & Mather
Strategy & Media: UM
Consumer PR: Adhesive PR
Trade PR: Pulse Communications
It’s not very nice. It tastes like Soda Stream.
Also, Coke has released Coke AM, Coca Cola with Rasberry (in NZ), Cherry Coke, etc.. So there have been many more versions of coke than the 4 quoted in this article.
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in your commercial the words are ‘”1st community in Australia”.Iwas born on Norfolk Island & Called a Norfolk islander who have there own administration.Last time I looked Norfolk wasnt a community in Australia.
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Hello there:)
I was so pleasantly surprised and delighted when i recognised Norfolk island in the Coke a cola add …its good Coke is trying to push the boundaries and make the popular product with less sugar for consumers.
I was so happy to see Norfolk featured as I have family and friends that live there and it was my home for 18 years. I still consider it my home and go back on a regular basis.
Im very exciited for the new things that are going to happen for the better since Australia is bringing proper governing and administration and putting the island under Australian Legistration .It will give Norfolk Islanders the same entitlements as it will be considered apart of Australia . ..it will bring many changes for the better in the next coming year.
Cool add !!
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Now how about making BPA free (5) recyclable bottles?
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I don’t understand this product. It’s not diet coke, it’s not real coke…it’s a halfway hybrid that I don’t think anyone asked for.
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@Ricki it’s a classic compromise – nobody gets what they want. Except perhaps delayed onset of diabetes.
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It’s pretty similar to the Barista Bros TVC, only this time its setting is Norfolk Island rather than South America.
https://www.youtube.com/watch?v=1bE4QLh6C0Y
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Taste Test: What Does ‘Green’ Coke Made From Stevia Leaves Taste Like?
CHRIS JAGER 1 OCTOBER 2014 12:00 PM Share 136 Discuss 23 Bookmark
Coca-Cola Life is a new “mid calorie” soft drink for health-conscious cola fans who don’t like the taste of Diet Coke. It’s hero ingredient is Steviol Glycosides, a natural sweetener extracted from the leaves of the stevia plant and mixed with sugar. In addition to containing fewer kilojoules, the end product also has a unique flavour that’s quite unlike any artificial sweetener I’ve tasted. Read on for the full Lifehacker verdict.
Last week, Lifehacker traveled to London for the launch of BlackBerry’s new Passport smartphone and OS update. While taking in the sights and sounds of the West End, I stumbled across this green-labelled curiosity. Despite being extremely leery of diet soft drinks, I knew I owed it to my readers to give it a try. But first, here’s some background on the product.
See also: How To Make Coke ‘Fancy’: Three Expert Recipes | Can A $39.95 Coke Glass Really Improve The Taste? | Taste-Test: ‘Ice Up’ Self-Freezing Coke Bottles
Coke Life is being billed by the company as a “natural” soft drink. It eschews synthetic sugar substitutes such as sucralose and aspartame for a plant-based alternative derived from the stevia plant. The result is a semi-diet cola that contains a third less sugar than a standard Coke. (This works out to around 560 kilojoules and 34 grams of sugar per 500ml bottle.)
In the words of the company, Coke Life was developed in response to strong consumer demand for sweetened drinks that contain ingredients from natural origins, as well as fewer calories. It’s essentially Coca-Cola’s answer to Pepsi Next, which contains a similar mix of sugar and stevia.
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Thought this article may help and more info …I know a lot of consumers enjoy a lot of Stevia products and lollies drinks chocolate etc and now Coke has decided to mix it with sugar and stevia which makes this product a better choice for people.
xx
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So great to see this ad say that Norfolk Island is an Australian community. So I don’t have to take my passport to the airport when I go to Norfolk Island this weekend. Brilliant. You would think my travel agent would have told me rather than me having to learn from an ad that Norfolk was part of Australia!
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