Coke is planning ‘something big’

Coca-Cola is planning a major marketing push in Australia early next month, promising visitors to the website that ‘Something big is coming’.

Coca-Cola Australia's website

According to the home page of the website, a promotion is to begin on 8 April until 6 May.

Coca-Cola South Pacific would not reveal its plans, but said the activity would not be in support of a new product launch, nor is it the latest incarnation of its popular Share a Coke idea, which was extended into ‘Share a song’ late last year through a tie-up with Spotify.

Coke likes to use ideas again where they have worked elsewhere, and has plans to export Australia’s ‘Share a Coke’ – devised by Ogilvy Sydney – to other markets some time this year.

One promotion idea that could come to Australia is the ‘Hug machine’, a vending machine that gives out free cans of Coke when embraced, which was devised by Ogilvy Singapore.

Another is a vending machine that allows someone to see a person in another country in front of a different vending machine in real time, allowing them to touch hands virtually. This was introduced in India and Pakistan in December.

In Korea, Coke encouraged youngsters to perform dance moves in front of an interactive screen to earn free cans of Coke in September.

Coke could use the sort of ‘brand love’ it received after its hugely successful Share a Coke campaign from 2011. The brand has been on the receiving end of negative press and heated debate in social media, particularly on its Facebook page, over a court case it recently won to overturn a recycling scheme in the Northern Territory. It has been targeted with a campaign by Greenpeace, which is pressuring governments to implement a national ‘cash for containers’ scheme.

Coke’s agency partners in Australia include strategy agency Naked Communications, creative shops Ogilvy Sydney and Host, media agency Ikon Communications, promotions firm Wunderman, experiential agency Urban and public relations agencies One Green Bean and Pulse Communications.

Robin Hicks


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