Coke wants to let Life surprise you, launches multimillion-dollar ad campaign

Sarah Homewood
By Sarah Homewood | 8 April 2015

Last month Coca-Cola launched Coca-Cola Life, its natural sugar version and only the fourth new variant to be launched in the brand’s 128-year history.

It is using the strapline ‘Let Life Surprise You’ in Australia and is spending close to $10 million on its ad campaign to drive sales and raise awareness. 

The ad captures the reactions of the remote community of Norfolk Island as they become the first Australians to get a taste of the drink.

Rolling out tomorrow across TV, digital, cinema and mobile, the ad was shot in an unscripted, documentary style, to convey the genuine surprise of Norfolk residents in being the first community in Australia to sample Coke Life.

At 1412 kilometres east of the mainland, Norfolk Island is one of Australia’s most remote communities. With a population of roughly 2000, there are no railways, waterways, ports or harbours on the island and cows have right of way on the roads.

NZ band The Babysitters Circus supplied the soundtrack for the spot in the form of their best-known song ‘Everything's Gonna Be Alright’.

When the product launched, Lisa Winn, Coca-Cola's South Pacific marketing director, told AdNews that Coke Life was developed after consumer demand for a product that tastes like traditional Coca-Cola but is a healthier alternative.

“We've had a consistent theme for consumers for many years, particularly adult balance seekers. Adults 30 plus who love drinking Coke love the taste, but they're also looking to manage their amount of sugar and kilojoules,” she said.

“This product has been a long time in the making, it's taken six years for the R&D team to get the great taste of Coke with the inclusion of Stevia [plant]."

See the spot for yourself below. it was created by Ogilvy & Mather. UM handled media and strategy.

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