Coca-Cola South Pacific is set to kick-off the celebrations of 100 years of its iconic Coca-Cola contour bottle, with a major multimillion-dollar marketing push hitting the Australian market on Sunday.
The campaign will be in a pop-art style with the six-month celebration of the contour bottle in Australia starting this month. New look packaging, featuring a specially designed contour bottle, is inspired by imagery from across the entire Coca-Cola trademark range (Coke, Diet Coke, Coke Zero & Coke Life).
The celebrations will conclude in December with a Bottle Art exhibition in Sydney.
James Somerville, vice president of design at The Coca-Cola Company, said: “We approached creative minds from around the world and asked them to recreate iconic Coca-Cola artwork from the last 100 years.
“We wanted to celebrate our past while simultaneously writing our future through design. The final selected pieces of artwork both surprised and delighted us with their diversity and authenticity. We’re excited for everyone to see these beautiful celebrations of the iconic Coca-Cola bottle as they appear as part of the global museum tour.”
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’, which goes live 28 June.
This campaign comes off the back the brand launching only the fourth drink in the trademark’s 128 year history, Coke Life. At the time the new brand was tipped to grow the overall Coke trademark.
This new campaign also includes major new point of sale material; customer specific ‘Gift with Purchase’ promotions; digital media including homepage takeovers; 3D displays and more. High profile OOH including large formats and consecutive panels will be rolled out, bringing the Coke family of brands together in one location.
There will also be major PR activity telling the contour bottle story through earned media, cutting edge content pushed out through owned social channels and experiential work to round out the campaign over the following months.
Finally, the campaign culminates with the arrival of a Bottle Art exhibition in Sydney in November, which is currently touring the world and features millions of dollars worth of art. The exhibition titled “The Coca-Cola Bottle Art Tour: Inspiring Pop Culture for 100 Years,” will take consumers on a unique, multi-sensory journey celebrating the bottle's muse-like role.
The exhibition, which will visit more than 15 countries and travel 62,000 miles throughout 2015, will showcase pieces featuring the Coca-Cola bottle produced by 20+ multidisciplinary artists - from icons like Andy Warhol, Norman Rockwell and Clive Barker.
Watch the spot below for yourself.
Agency credits:
Local creative adaptation – Ogilvy
Strategy & Media Buying – UM
Packaging & POs adaptation - Passport
Consumer PR – Adhesive PR
Experiential – Urban
Website – Satellite
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