Coca-Cola moves to ‘Come Alive’ banner for all brands in bid to highlight their differences

Coca-Cola has created a new series of TV commercials under the strapline ‘Come Alive’ in which all four of Coke’s brands are showcased.

A 30-second slot combines all four varieties – Diet, Zero, Life and traditional Coke – with three 15-second executions focusing on individual brands.

The campaign, created by Ogilvy, includes TV, digital, mobile video, cinema and out of home, and is designed to highlight the differences between the brands.

Dianne Everett, group marketing manager Coca-Cola Trademark, said it wants people to understand “what each product has to offer”.

“Our campaign will bring the brand to life in the coming months and is designed to engage and connect with Australian consumers,” she said.

Credits: 

Media: UM

Creative: Ogilvy

POS: Passport

Trade PR: Red Agency

Steve Jones

topics AdvertisingCoca ColaCokeCoke LifeCoke ZeroDiet CokeMarketing

Share Tweet Share

Comments: 5

too easy to troll 14 Sep 15

Just leaving themselves wide open aren’t they?

Reply

Con Frantzeskos 14 Sep 15

First time I’ve seen a well branded Coke ad since I was a kid.

I’m glad Coke stopped listening to the slacktivists and anti-sugar whingers online and simply made TVCs that talked about how refreshing Coke is.

Not the greatest ad in the history of the world, but a solid move in the right direction for a brand that has spent far too much time and money focussing on ineffective niche marketing over the past few years.

Reply

Mitch 14 Sep 15

Come alive with diabetes

Reply

Ben 14 Sep 15

Definitely well branded, but nothing like the summer classics of old.

Reply

The Magus 14 Sep 15

Great original slogan, eh? I remember when I was at school the slogan for Childrens’ Book Week in 1969 was Come Alive With Books.

Reply

---