The new labels form part of an additional multi-million dollar push behind the existing campaign, which aims to recruit new consumers to the brand this summer.
“We are thrilled to launch the next exciting phase of the Coke Come Alive campaign. We believe it will provide a platform which will excite people about this iconic brand over summer”, Dianne Everett, Group Marketing Manager Coca-Cola Trademark, Coca-Cola South Pacific, said.
The packaging will feature across all 250ml cans, 390ml, 1L, 1.25L PET, 2L and frozen cups, and incorporates temperature-controlled technology, allowing consumers to monitor the temperature of their drink during the warmer months.
Coca-Cola will also be looking to recruit teenagers to the brand this summer, by partnering with teen celebrities Troye Sivan, Cody Simpson and Tigerlily. Teen fans will have the chance to win access to events and experiences by following the celebs.
“In addition to introducing yet another Coke-first to the market, with our spectacular colour-changing packaging, we are delighted to be working with some of Australia’s most popular young talent, who have great appeal to our target audience”, Everett added.
The summer push will also continue to evolve the integrated #colouryoursummer campaign, which will be giving all consumers the chance to win unique experiences by taking photos of their Coke products.
Coke Come Alive POS will be available to retailers to further support the campaign. Contact your Coca-Cola Amatil representative for more information.
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