Coke targets young at heart

By Helen Schuller | 24 March 2010

SYDNEY: Coca-Cola is reminding consumers about the role it plays in their everyday lives with a campaign breaking today (24 March) across TV, out-of-home and digital.

A spokesperson for Coke said the multi-million dollar “Open Happiness" campaign created by Ogilvy & Mather will run throughout 2010 to keep the brand top of mind for consumers.

"We have employed a continuity strategy on Coca-Cola, recognising that we need to consistently remind consumers about the role of Coca-Cola in their everyday lives and how, in addition to the large scale special occasions that exist - for example- Christmas and Easter, there are celebratory occasions in every Australian household every week and times where we all need a break from the routine of everyday.”

The target audience for the campaign is “heartland Aussie adults, the young and the young at heart, seeking moments of liberation from the everyday”.

The campaign will also be rolled out across radio and press.

Coke's media buying planning and buying agency is Ikon. Naked Communications developed the communications strategy.

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