‘Coca-Cola’ Refreshes Taste
Heavy-weight summer campaigns celebrate taste and heritage of the world's favourite soft drink
This month sees Coca-Cola Great Britain launch two multi-million pound campaigns that together celebrate and remind consumers of the great taste of an ice-cold ‘Coca-Cola' and that ‘Coke' never had, and never will, have added preservatives or artificial flavours.
The campaigns, ‘Pemberton' and ‘Intrinsics', centre on the taste, iconic heritage and ingredients of ‘Coke' - marking a fresh approach to summer campaigns.
"When we talked to consumers about ‘Coke', we realised they didn't know that it has no added preservatives or artificial flavours. We felt it was important to reassure ‘Coke' drinkers of this fact - hence why we are running the ‘Pemberton' campaign. And from July, this message will be on every pack of ‘Coke' too," explained Cathryn Sleight, Marketing Director, Coca-Cola GB.
The global ‘Pemberton' campaign, created by Argentinean agency Santo, is the first of its kind in Coca-Cola GB, reminding a new generation of ‘Coke' drinkers about both the creation and heritage of ‘Coke' and the fact that it has no added preservatives or artificial flavours.
The campaign is supported by an interactive discussion of the ingredients of ‘Coke' on Coca-Cola GB's website, ‘letsgettogether.co.uk', where consumers can find out more about the campaign and ask any question, be that about the campaign or company they wish. Since its launch at the end of last year, the site has received more than 3000 questions, including many on the theme of ingredients.
The ‘Intrinsics' campaign, the first taste-centric summer campaign for several years, launches on 21 July 2008. The integrated campaign includes a TV campaign created by Wieden and Kennedy, outdoor, radio including a KISS FM partnership and a series of innovative five second ‘blip-verts', all created by Mother.
The impacful blip-verts represent a unique media approach and are designed to capture consumer's attention and communicate key product messages through visualising the product experience. Each mini ad brings to life the taste, refreshment and sonic cues of a ‘Coke' provoking desire and appeal.
Cathryn Sleight, Marketing Director, Coca-Cola GB, adds: "These two campaigns, which continue to communicate the essence of ‘The Coke side of life', remind people of the uniqueness of ‘Coke's' taste, ingredients and iconic heritage. We felt this was the right time to create these strong and relevant campaigns, so we re-connect with consumers, including a new generation of ‘Coke' drinkers, during the warm summer months. After all, there is still nothing like the real thing on a hot day!"
Strong sales of ‘Coke' in Great Britain help the brand to maintain its position as the world's favourite soft drink with YOY volume growth of 4.21, with the ‘Coke' trilogy1 accounting for an impressive 38% value share of the Carbonated Soft Drinks category.2
-Ends-
Notes to Editors:
Pemberton Campaign
- Breaking on the 7th July, the campaign will run throughout July to September.
- Press campaign: Reach of 70% of all women (aged 25+) with children, resulting in 4.6 OTS
- The TV campaign will result in a 90% reach of all women with children and 6.2 OTS
Intrinsics Campaign
- Breaking on the 21st of July, with TV campaign commencing on August 21st
- Supported by thermal radio activity & an outdoor campaign which will reach 88% of 16-34 yr olds
The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with ‘Coca-Cola', recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including ‘Diet Coke', ‘Fanta', ‘Sprite', ‘Coca-Cola Zero', ‘glaceau vitaminwater', ‘Powerade', ‘Minute Maid' and ‘Georgia Coffee'. Globally, it is the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees.
Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, the Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate.
For more information about the Company, please visit the website at www.thecoca-colacompany.com.
1 ‘diet Coke', ‘Coca-Cola', ‘Coke Zero'
2 Source AC Nielsen, Total Coverage 21.06.08
