Coca-Cola plans to turn heads with new colour-changing packaging and image recognition technology this summer.
The multimillion-dollar marketing push by the global drinks giant's South Pacific arm is part of the company's #Colouryoursummer campaign and targets the recruitment of new Coca-Cola drinkers and engagement with Coke 'loyalists'.
In particular, the brand is focusing on drawing in new young drinkers.
Temperature-controlled designs will feature on most packaging variants, allowing it to “come alive” with colour when chilled to the optimal drinking temperature.
Consumers will be able to take a photo of their Coca Cola drink product and to “win unique experiences, content and more”, according to the company.
To drive the campaign, Coca Cola is tapping into the energy around some of Australia's biggest teen celebrities, including Troye Sivan, Cody Simpson and Tigerlily, secured through a partnership with the Universal Music Brand Partnerships Division.
Outdoor advertising is also part of the deal, set to be established in areas considered likely to be highly visible to youth audiences.
Dianne Everett, group marketing manager Coca-Cola Trademark, Coca-Cola South Pacific, said: "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.”
“We're looking forward to bringing our strategy to life over the summer months and igniting a conversation with both existing and new consumers.”
Coca-Cola has had a busy year in the Australian market. In June Coca-Cola began another huge marketing campaign surrounding the 100th anniversary of its “contour bottle” - a six month celebration of the iconic bottle in Australia which concluded with the arrival of a Bottle Art exhibition in Sydney in December after a tour of 15 countries.
The multimillion-dollar campaign includes a new TV spot featuring the Pop Art images animated to a reworked version of Wham!’s hit ‘Wake Me Up Before You Go Go’.
The innovative marketing push comes months after Coca-Cola grabbed attention by launching a natural sugar version of the drink, Coca Cola Life, only the fourth variant of the drink to be released in the company's 128 year history. That launch came as Coca Cola saw its sales of Diet Coke drop, particularly in the US, as customers increasingly opted for more “fresh” drinks choices.
