Coke revs up digital and social marketing drive in bid to connect with youth market

Screen Shot 2014-11-04 at 11.51.17 AMCoca-Cola will look to connect with Australia’s youth in a multi-million dollar push that has seen the drinks giant pull away from TV advertising in favour of a major focus on social and digital channels.

The move is designed to position the brand as an innovator and to appeal to a younger demographic. The focus of the campaign, called #colouryoursummer, will be Coke’s smaller 250ml can which now comes in six colours.

Coca-Cola marketing manager Di Everett told The Australian: “We realised we needed to up our game significantly in the innovation stakes. We usually spend 70 per cent of our budget on tried and true media, 20 per cent reapplying experiments and 10 per cent on true innovation.

“We really tried to tip that ratio. (Innovation) would be significantly higher than that in every medium.”

The campaign will include videos in a bid to connect with teenagers through music, fashion and gaming while out of home marketing will include panels dispensing cans of coke and painted griffiti-style murals.

There will also be digital executions that transform into interactive games.

Coca-Cola said the campaign will use targeted digital display advertising to reach where “next generation of drinkers” spend their time online. It has also created 60 variations of 15 second videos to build “snackable content in a format compelling for the audience”.

“The #colouryoursummer campaign is one of the most innovative and disruptive campaigns that we have ever undertaken, we know that people love to express their individuality and we believe that the five limited edition colours will increase the desirability of our 250ml slimline Coke and Coke Zero cans,” Coca-Cola marketing manager Antoinette Tyrrell said.

“The 250ml pack size provides Australians with a perfect serve of their favourite beverage from the Coca-Cola range. Priced at a maximum of $2, the 250ml can is proving to be popular with consumers this summer.”

The 250ml can, launched in August, is available nationwide with five new coloured cans will be available nationwide from November.

The move to produce smaller cans follows a commitment from Coca-Cola to help address the issue of obesity in Australia.


UM – Idea development, Connections Planning & Media Buy

Ogilvy – Creative Digital, Social, Film and OOH

Adhesive PR – Consumer PR

Satellite – Digital & Website Build

Maverick – Experiential

Passport– Shopper & Packaging

Pulse Communications – Trade media


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