Coca-Cola is launching its first multi-brand campaign in the UK as it looks to boost sales of its sparkling drinks through a marketing and promotional campaign designed to appeal to millenials.
For the first time, the campaign will run across Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Sprite, Fanta and Dr Pepper. It encompasses TV, radio, social media, outdoor and in-store activations and will run throughout the summer.
The TV ad uses the same premise as the Coca-Cola Zero Sugar ad launched at the start of the year, but includes summer scenes such as protagonist Mr Hadley running along the beach. It will finish by promoting Coca-Cola’s on-pack promotions, which this year offers British consumers the opportunity to win “unforgettable” experiences including whale watching in Iceland and a meditation retreat in Italy.
Promotional packs will feature a sun graphic that is inspired by archived Coca-Cola imagery. To win consumers have to enter the codes printed on the promotional packs online, with winners able to choose their activity.
Alec Mellor, marketing manager at Coca-Cola Great Britain, says: “Building on the success of last year’s summer campaign, we’re excited to launch our 2018 promotion and remind people why Coca-Cola makes summer more special.
“We know how important experiences are to our fans and by giving away thousands of once-in-a-lifetime opportunities across our entire portfolio – we hope more people will have the opportunity to try something new this summer.”
Read more at Marketing Week: https://www.marketingweek.com/2018/06/26/coca-cola-launches-summer-multi-brand-campaign-to-appeal-to-millennials/