Coca‑Cola has announced a huge marketing support campaign which includes OOH, print, digital and experiential to support the launch of Coca-Cola Life as it seeks to build consumer awareness of its new brand.
The lower calorie cola gives people another option when choosing a Coke to fit their lifestyle, whether that is Coca‑Cola, Coca‑Cola Life with a third fewer calories or the two zero-calorie options in Coca‑Cola Zero and Diet Coke.
Mass appeal
Coca‑Cola Life is aimed at adults looking for a new lower calorie option – and the media campaign is designed to have mass appeal with an eye-catching campaign highlighting the inclusion of sweetness from natural sources, lower calorie option and the standout green packaging. The new cola contains a third less sugar and a third fewer calories than regular cola1 thanks to a blend of sugar and stevia leaf extract.
Campaign begins early September
The introduction of Coca‑Cola Life in store will be supported by a multi-million pound marketing campaign beginning in early September through to the end of October. Outdoor advertising will focus on proximity including 6 sheets, 48 sheets, buses, as well as iconic and commuter digital screens, and will be supported by a print and digital campaign, sampling at commuter hubs and shopper marketing activity to drive awareness. The campaign will focus on driving trial, awareness and establishing the product intrinsics – lower calories and sweetness from natural sources.
The OOH campaign will comprise over 7,000 sites, including major roadside, underground, bus and train locations. Targeted digital panels will be activated across key road and rail commuting spots nationwide, building awareness of the eye catching green Coca‑Cola Life™ – looking to driving consumers to trial the new brand.
This is the latest innovation from Coca‑Cola Great Britain following a series of actions by the Company to help people lead happier, healthier lives.
Coca‑Cola Life is available in a 330ml can, 500ml PET bottle, 1.75L PET bottle, 6 x 330ml can multipack, and 8 x 330ml can multipack. Coca‑Cola Life™’s 500ml bottle contains PlantBottle™ plastic made using up to 22.5% plant materials combined with up to 25% recycled plastic. All packs are fully recyclable and both the 330ml can and 1.75 litre PET bottle contain recycled materials.
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