Coke No Sugar officially launches with new ‘Say Yes’ TV and OOH activation
Coca-Cola South Pacific has commenced advertising for its new Coke No Sugar soft drink using the slogan ‘Say yes’.
Following the announcement in early June the brand would be replacing Coke Zero with Coke No Sugar, Coca-Cola and Ogilvy Sydney have released the ‘Say yes’ campaign across out-of-home and television.
The 30-second commercial features people watching fireworks, dancing in a club, jumping in a pool and sharing a Coke No Sugar with friends.
The ad, which is backed by Kelly Rowland’s Taste That Feeling, doesn’t feature any dialogue, but features text encouraging consumers to ‘Say yes to something new’, ‘Say yes to the taste you love’, ‘Say yes to the bubbles’, ‘Say yes to ahhhhhh’ and ‘Say yes to new Coke No Sugar’.
Viewers watching the commercial can use the mobile app Shazam to download a voucher whenever the ad appears.
The out-of-home part of the campaign is also interactive, allowing passers by to verbally ‘Say yes’ to the ad to receive a free sample dispensed from the fridge panel.
Sydney’s Pitt Street Mall will host the voice-activated out-of-home activation from Tuesday June 27 to July 4.
Marina Rocha, group marketing manager, Coca-Cola South Pacific, said in a statement: “Launching Coca-Cola No Sugar in Australia this month generated a huge amount of attention and conversation. The second phase of our campaign builds on this momentum. This is primarily led through our sampling activity providing multiple opportunities for consumers to interact with the brand across a number of touch points.
“We have looked to fold technology into our campaign wherever relevant for consumers to help us create an engaging way to get the product in their hands.
“It will be very hard to miss Coca-Cola No Sugar! So for those consumer who haven’t tried it already, now is the time,” she said.
The Coke No Sugar launch campaign also featured an out-of-home activation in Sydney’s Parramatta where singer Kelly Rowland, gaming YouTuber ChampChong and pop star Tom Jay Williams appeared while samples of the can were handed out to passers by.
Media sampling will also appear at sporting events including the State of Origin and selected AFL matches.
Credits:
- Connections Agency – UM
- Creative Agency – Ogilvy Sydney
- PR Agency – Pulse Communications
- Experiential Agency – Maverick
- Social Media Agency – Coca-Cola Social Centre & One Green Bean
- Digital Agency – Satellite NZ
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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topics
Coca Cola South Pacific
Coke No Sugar
Marina Rocha
Maverick
Ogilvy Sydney
One Green Bean
Pulse Communications
Satellite NZ
Say Yes
UM
Well if the new taste is bland, forgettable and seemingly designed by committee then the ad has captured it perfectly.
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Zero points.
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