TVC x Coca-Cola

The unveiling of Coca-Cola’s new marketing strategy.

CHALLENGE
Turn the unveiling of Coca-Cola’s new marketing strategy, uniting all its brands under one global creative platform into a global news story, not just a brand proposition piece.

INTELLIGENT SOLUTION
Activate a campaign around Aussie singer and Coca-Cola ambassador Conrad Sewell (who was brought on board to sing a new anthem) to engage global entertainment and lifestyle media, while ensuring the new proposition messaging was still covered. A bank of assets, including behind-the-scenes footage, selects from finished ads, and bespoke edits drove cut-through across earned, owned and shared media and ensured the story was elevated beyond traditional marketing and media press.

OUTCOMES:
Unprecedented global entertainment broadcast and online coverage: 800+ pieces including MTV UK, MTV Europe, ANSA, CNBC, ITN, MSN, Yahoo and Mail Online.

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