Ogilvy & Mather Australia has shot a new Coca-Cola tvc to coincide with the launch of Coca-Cola Life in New Zealand.
The ad, which is based on the Let Life Surprise You core creative, captures the reactions of the remote community of Otira as they become the first New Zealanders to get a taste of the new drink.
Rolling out across TV, digital, cinema and mobile, the new TVC was shot in an unscripted, documentary style, to convey the genuine surprise and delight of Otira residents in being the first community in New Zealand to sample Coca-Cola Life, the newest product in the Coke family – it delivers the great taste you would expect from Coca-Cola, but with 35% less sugar and kilojoules, achieved by combining sugar and the natural sweetness of stevia.
Otira, situated in the shadow of the Southern Alps, has only 87 residents. It is best known for the engineering feats that produced the Otira tunnel and the Otira viaduct. It is also under constant threat from avalanches.
NZ band The Babysitters Circus (www.thebabysitterscircus.co.nz) supplied their best-know song, Everything’s Gonna Be Alright, for the soundtrack.
“With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone,” said Lisa Winn, Coca-Cola South Pacific marketing director. “Playing on our locally-created Let Life Surprise You concept, we chose to go somewhere New Zealanders would least expect us.
“In 2013, Coca-Cola made a commitment to offer lower kilojoule options, including making stevia sweetened beverages more available to consumers – and the launch of Coca-Cola Life is another step in fulfilling this commitment.”
Coca-Cola Life will be available in 300ml PET bottle, 330ml glass bottle, 420ml PET bottle, 600ml PET bottle, 1.5Ltr PET bottle, 6x250ml cans and 8x355ml cans.
CREDITS
Creative: Ogilvy & Mather Sydney
Media: Ikon
Consumer PR: Rocket
Trade PR: FCB
Experiential & Sampling: Uno Loco
POS: Passport
About Stevia
- The stevia plant is in the Chrysanthemum family.
- There are hundreds of different species of stevia plant, but only one, called Stevia Rebaudiana, contains natural chemicals that make its leaves taste sweet.
- To create the sweetener, leaves of the stevia plant are refined until only the sweet-tasting molecular compounds remain.
- The sweetener is kilojoule-free, making it a great option for people trying to manage their weight.
- Stevia is already found in some of our drinks including our Pump flavoured water.
- Stevia helps keep kilojoule counts down because it’s 200 times sweeter than sugar—that means a little goes a long way.
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