Host grabs share of Coke Red from Ogilvy

By By Wenlei Ma | 17 September 2012

Coca-Cola South Pacific has handed its 2012 summer campaign to Host from Ogilvy Sydney, which has traditionally handled the Coke Red brand.

The drinks giant has launched its summer campaign but Host has acted as the creative agency rather than Ogilvy Sydney. Host is on Coca-Cola's agency roster and holds responsibilities for Coke Zero - which it won from Ogilvy last year - and Goulburn Valley.

Coca-Cola South Pacific marketing director Lucie Austin told AdNews: "We share work load among roster agencies which gives us flexibility and that's how we like it." Austin added Ogilvy remains the lead on Coke Red and is currently being briefed on 2013 work for the brand. Austin emphasised the arrangements ensure each agency has the capacity to deal with the amount of work.

The summer campaign builds upon the success of the popular 'Share a Coke' campaign from last year with a partnership with Universal Music and music streaming service Spotify. The campaign, called 'Share a Coke and a Song', is designed to celebrate the heritage of the brand in Australia since 1938.

Consumers will be able to purchase specially marked bottles and cans which will feature a year from 1938 until now. By scanning a QR code or entering the URL printed on the package, consumers can unlock 50 popular songs from that year.

Much like last summer's campaign, it will leverage social media to further its reach and encourage people to share songs with their network via Facebook, Twitter and email. The campaign will also run across out-of-home and TV from the Labour Day long weekend. The packs will be rolled out in market from today until the end of December however the songs will be available until March 2013.

Austin said: "Music is not new to Coke, we've had a long history of using music programs for consumer and we wanted to make sure the successes of last year carried over."

She said in a statement: “Music is not only a universal connector for people across cultures and generations; people often associate songs with emotions, people, and places they’ve experienced in the past. We’ve all heard the first few bars of a song and been instantly taken back to a special moment that was shared and enjoyed with others.

“This unique campaign taps into people’s love of singing, dancing and sharing memories. By putting years on Coca-Cola packs and linking to 50 popular songs from that year, we are giving people the social invitation to celebrate and share those special moments linked with a particular year. This is a fun way for our consumers to find a year that is special to them, and then enjoy sharing a Coke and a song from that year with their family and friends.”

Austin said there is a possibility the campaign will be expanded, much like last year's 'Share a Coke', but it depends on how popular the promotion will be with consumers.

The campaign will run across Coke Red, Coke Zero and Diet Coke. Wunderman is the digital, social media and promotions agency on the campaign while Naked Communications handled strategy. Ikon is the media buying agency.

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