Coca-Cola New Zealand has today announced the launch of its biggest marketing investment in 10 years – its new Cut Through with Sprite campaign, showing how Sprite and Sprite Zero can help you “Cut Through the Heat” when you most need it. The TVC alone is worth the price of admission.
The campaign has been developed in NZ and Australia with teens and young adults as the core target, playing on the awkward experiences they can relate to and are often prone to, and offering them a way to cut through the awkward, with the refreshing clarity of a Sprite or Sprite Zero.
Cut Through with Sprite, the brand’s first new communication since 2009, will feature a very funny TVC (several versions, with more to roll out), digital videos, beach sampling, out-of home media, search and cinema throughout February and March, with ongoing social activity running throughout the year.
The campaign coincides with reinvigorated packaging designs for Sprite and Sprite Zero, bringing a fresh, bold and simple new look that embodies the ‘Cut Through Refreshment’ message.
The message will also be brought to life through experiential activity, with teams of ‘Sprite Savers’ popping up to give beach goers a way to cut through the heat with ‘Sprite Showers’ on the sand, followed by a complimentary Sprite or Sprite Zero.
People visiting Piha Beach experienced the first of the ‘Sprite Showers’ activations and Mount Maunganui saw the second come to life.
“We know that everyone finds themselves in a heated situation from time to time, whether it be uncomfortably awkward or uncomfortably hot, and identifying Sprite as the solution puts the brand in a place it hasn’t explored before, but naturally fits into,” said Jodie Timmins, Sprite brand manager at Coca-Cola New Zealand.
CREDITS
Media: Ikon – Media
Video creative: McCann Australia
OOH creative: Ogilvy NZ
Experiential: Spur NZ
Packaging: Energi NZ
About The Coca-Cola Company
The Coca-Cola Company is represented in New Zealand by Coca-Cola Amatil and Coca-Cola Oceania. Other brands supported by the Coca-Cola system in New Zealand include Diet Coke, Coke Zero, Fanta, Powerade, Powerade Zero, Sprite, Sprite Zero, Glaceau vitaminwater, Fuze Tea, Schweppes, Keri juices, e2, Lift, Lift Plus, Thextons and Roses. The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages every day. For more information about our Company, please visit our website at www.coca-colajourney.co.nz.
In July 2013, we made four business commitments to help to address the issue of obesity in New Zealand. These commitments are to increase the availability of our smaller portion sizes, offer more low kilojoule beverage options, provide transparent nutritional information in more places and help get people moving by supporting physical activity programs. For more on our commitments, visit www.coca-colajourney.co.nz.
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