Coke is to unveil the above the line component of a new music-based campaign during Saturday’s AFL grand final.
An extension of last year’s successful ‘share a coke’ campaign, the 30-second commercial for ‘Share a Coke and a Song’ follows a young girl at a music festival as she’s lifted above the crowd to view the act on stage. The ad finishes with the tagline ‘every moment has a song’.
The campaign is being led by Host rather than Ogilvy, which handled last year’s award-winning Share a Coke campaign.
After the grand final, the campaign will run across both free-to-air and subscription TV as well as three out-of home executions.
Coke will also sponsor the X Factor with in-program elements and ads with branded content going out across music channels Max, Channel V, and MTV.
As Mumbrella previously reported, the campaign will include a partnership with Universal music and integration with a Spotify app to share music and a memory across social media.
Lucie Austin, marketing director for Coke South Pacific said: “As we expected, music has a tremendous power for connecting people. Since product began appearing on shelf across the country in mid Sept we’re seeing some great conversation on how music is linked to memorable moments.”