After eight years, the world’s leading drinks manufacturer Coca-Cola launched the first new cola drink, Coke Life, with a multimillion-pound ad campaign. The campaign, which comprises outdoor, print, digital and experiential, launched in the beginning of September with TV under consideration for next year. It uses the strapline: "Sweetness from natural sources". Coke has been trialling the new Life brand in Argentina and Chile for the past year, and its introduction to the UK marks the first new Coke variant in the market since the launch of Coke Zero in 2006.
After eight years, Coca-Cola launch new brand: "Sweetness from natural sources"
The campaign is built throughout September and will gain momentum into 2015 when, Bobby Brittain, Marketing, Strategy and Activation Director, revealed, a TV ad campaign would be "absolutely on the agenda" as the brand builds distribution and brand awareness. Coca-Cola Life, is aimed at consumers who are looking for a lower calorie option, as the new cola will contains a third less sugar than a regular Coke.
Coca-Cola hired Bulletproof to develop the above the line creative works and M&C Saatchi to handle PR and social business. Meanwhile, Zone was charged with overseeing digital marketing and Mediacom was the media planner and buyer.
The outdoor advertising campaign will focus on proximity marketing with the use of 6 sheets, 48 sheets, buses, and iconic and commuter digital screens. This will be supported by a print and digital campaign located strategically across 7000 high-volume commuter areas and shopping hubs, including major roadside, underground, bus and train locations.
James Quincey, President, Coca-Cola Europe, said: "We are pleased to add Coca-Cola Life to the Coca-Cola portfolio in the UK. It complements our existing brands and is well-positioned to meet changing lifestyle trends, providing people with a great-tasting, lower calorie cola sweetened from natural sources.
"With Coca-Cola Life, we have innovated to provide consumers with a new option with fewer calories. We were early signatories to the UK Government’s Responsibility Deal and as we work with others across society to address the public health challenge of obesity in the UK and across Europe, we will continue to take actions that help people balance their lifestyles."
Supermodel and actress Rosie Huntington-Whiteley has officially launched Coca-Cola Life in the UK in the Coca-Cola pop-up boutique in South Molton Street, London this Friday. The doors were open to the public and people were invited to try the new brand from an installation wall to be in with the chance of winning a Coca‑Cola Life prize, including a long weekend in New York City.