Coca-Cola has launched the second TV ad under its ‘one brand’ marketing strategy.
The latest activity kicked off this week with a new “Choose Coca-Cola” ad featuring the full Coca-Cola range and is designed to bring to life the characteristics of each variant. It features an electro sound track – Honeytrap, by British group We Have Band.
The advert, which follows last month’s “What Are You Waiting For?” execution, also references the heritage of the brand and includes an array of “cultural moments” across the decades. It is being supported by out of home advertising featuring famous London landmarks, such as the London Eye, which will run across the capital alongside an on-pack promotion across 500ml bottles of Coca-Cola giving consumers the chance to win one of a million selfie sticks.
In March, Coke unveiled a radical marketing shake-up that has brought its four sub-brands – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – under a single umbrella brand. Previously, the four ranges had been treated individually but will now be marketed as variants of a single Coca-Cola brand.
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