Coke moves to colour changing labels in follow-up to ‘Colour Your Summer’ campaign

November 2, 2015 1:52

Coke is kicking off its summer marketing campaign with another innovation – temperature sensitive colour changing labels – as it continues to build on the ‘Come Alive’ theme.

The latest effort is a development of the ‘Colour Your Summer’ initiative which saw Coke market the soft drink in a variety of colours, departing from the traditional Coke red last summer – as it looked to reconnect with younger consumers.

Coke will also use image recognition technology to create an experiential element to the campaign as part of the multi-million dollar push.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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