Coca Cola’s new video push

I’m rather intrigued by the video content direction that Coca Cola Australia is currently taking.

Remember the Coke Summer ad featuring people being shot out of the giant bottle into the sea?  

Well this piece of video popped up on YouTube:

Along with this longer version:

(In case you’re on a slow connection, the videos show three lads trying to recreate the moment.)

It’s worth noting, by the way, that despite the initial impression, this is created by the brand. It is after all, to be found sitting on the Coca Cola Australia YouTube channel, and it’s supported by YouTube ads.

Nonetheless, the videos have picked up well over 100,000 views between them.

It’s an intriguing way to extend an advertising idea, and it will be interesting to see whether it sparks user-generated responses.

Another highlight leaps out from the channel – a giant Coca Cola beach ball released on an Australian beach (which looks like Maroubra to me).

It was to promote a giveaway of beach balls at CokeUnleashed.com.au. And it’s also picked up more than 100,000 views for what looks like a pretty simple idea.

Meanwhile, another Coca Cola brand – Glaceau Vitamin Water – is also doing interesting video stuff:

Coca Cola rarely talks about its agencies, but my guess is that much of the above is by The Conscience Organisation which certainly does this kind of work with the brand.

Tim Burrowes