Conceptualised by Ogilvy Global, Coca-Cola Australia has launched a campaign unveiling a new recipe and a new look for Coca-Cola No Sugar. The fully integrated campaign centers on sparking a debate that drives trial, asking Aussie drinkers, is this the ‘Best Coke Ever?’.
The campaign film is a hodgepodge of pop culture references cut together in a quick, fun 30 second spot.
“We know there continues to be a growing appetite for no sugar options, and as people’s tastes and preferences have changed, so have we. The reaction from Australian taste tests has been positive, so now we’re asking the rest of the country what they think of the recipe,” added Kate Miller, marketing director for Coca-Cola South Pacific.
“We wanted to hear what some of Australia’s biggest names thought of the reformulation, so we launched the campaign with the ARN team, asking guests if it is indeed the “Best Coke Ever?”. Responses from the likes of Sophie Monk and Martha Kalifatidis have been positive so far, signalling that we’ve got a great product in market.”
The campaign will be supported through-the-line with TV, OOH, social and PR. Coca-Cola’s ‘Best Coke Ever’ campaign is live until the end of December.
