Coke launches multi-coloured marketing campaign

Coca-Cola South Pacific is launching a limited edition range of vibrantly coloured 250ml Coke cans as part of its new #colouryoursummer campaign to spruik the smaller cans.

The multimillion dollar marketing campaign will roll out across multiple marketing channels including OOH, Digital, POS, cinema, PR, experiential and social media.

The “sharable” campaign will include a combination of crowd sourced (from Facebook) pop up #colouryoursummer cans installations, OOH panels dispensing icy cold Coke, painted murals of the OOH creative, 15” pieces of snackable video content, digital spectaculars that transform into interactive games and online influencer engagement.

“The #colouryoursummer campaign is one of the most innovative and disruptive campaigns that we have ever undertaken, we know that people love to express their individuality and we believe that the five limited edition colours will increase the desirability of our 250ml slimline Coke and Coke Zero cans,” Antoinette Tyrrell, marketing manager Coca-Cola South Pacific said.

The 250ml can was launched in August as part of a business commitment to help address the issue of obesity in Australia, and the five new coloured 250ml Coca-Cola cans will be available nationwide from November.