Coke moves to colour changing labels in follow-up to ‘Colour Your Summer’ campaign
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.
“Consumers will be able take a snap of their Coke products, when they have come alive with colour, and win unique experiences, content and more. This year the image recognition technology will be able to recognise ‘Come Alive’ colour packs across the entire trademark – Coke, Diet Coke, Coke Zero and Coke Life, as well as recognise packs that feature in our campaign advertising,” Coca-Cola Amatil said in its press release.
The brand will team with Universal Music Brand Partnerships Division to identify and recruit a number of influential artists this summer including Troye Sivan, Cody Simpson and Tigerlily.
Consumers will then have the chance to win tickets to exclusive events.
Influencers in the teen space will also be recruited to support Coke’s messaging across social media.
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