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.”
• 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