Coca-Cola launches new beverage Energy with a dance party-inspired campaign

Coca-Cola has launched its new beverage Energy with a campaign that uses music to emulate the burst of energy consumers will experience from the product.

The TVC, created by Ogilvy, shows three figures arise from the pulses of the music, consume the beverage and begin dancing.

The TVC also attempts to differentiate Coca-Cola’s energy drink from competitors, by noting it’s “The only energy drink with a great Coca-Cola taste”.

The campaign launched with a street party in Sydney’s Circular Quay, hosted by Free Dance Party founder Christie Aucamp-Schutte, where guests were provided with the first samples of Coca-Cola Energy.

Coca-Cola marketing director Lucie Austin said in a statement: “Like Christie and her Free Dance Party movement, we’re passionate about bringing people together in uplifting and positive ways – so what better way to launch Coke Energy than by energising a free dance party on the streets of Sydney.”

The campaign will be executed across TV, online video, social media, PR, influencer marketing and POS.

An outdoor campaign will also be running, led by a transformation of the Sydney Kings Cross Coca-Cola sign.


Brand Director, Coca-Cola Trademark: Pam Wyatt
Marketing Manager: Josh Gonski
Senior Brand Manager: Bridget Slipper
Integrated Marketing Communications Manager: Mel Thompson
Brand PR Manager: Adam Bell
Design: Hannah Silverstone
Media: UM
Creative: Ogilvy
PR: Dec PR
Experiential: Maverick
Launch Activation: Maverick, Dec PR, DO
Influencers: Co-Maker
Social Media: One Green Bean, Coca-Cola Social Centre
Point of Sale: Presfast


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