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Coke takes new Life drink to Norfolk Island in TV ad as multi million dollar campaign kicks off

Coca-Cola has released the first Australian TV ad for its new reduced-sugar drink, Life, as it kicks off a multi-million dollar marketing campaign.

The 30-second slot, created by Ogilvy & Mather, uses the strapline ‘Let Life Surprise You’ and captures the reactions of people of Norfolk Island who became the first Australians to sample the new drink.

Coke Life is only the fourth drink to be launched by Coca-Cola in its 128-year history and the first since the release of Coke Zero in 2006.

The campaign, which begins today, will also include digital, out-of-home, cinema and mobile.

The TVC features the music of New Zealand band, The Babysitters Circus, with their track ‘Everythings Gonna Be Alright’.

Coca-Cola South Pacific marketingdirector Lisa Winn said: “With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone.

“Playing on our locally-created ‘Let Life Surprise You’ concept, we chose to go somewhere Australians would least expect us.

“The residents of Norfolk Island were definitely surprised to see us, and their reactions to the product were fantastic, and we’re excited to see that replicated as we bringCoca-Cola Life to the rest of the country.”

Coke Life is said to contain 35 per cent less sugar with the company pitching the drink directly against Pepsi Next which launched in 2012.

Credits:

Creative: Ogilvy & Mather

Strategy & Media: UM

Consumer PR: Adhesive PR

Trade PR: Pulse Communications

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