Coca-Cola hosts Free Dance Party to launch energy drink

21 June 2019

Advertiser: Coca-Cola
Creative Agency: Ogilvy (NSW)

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Coca-Cola hosted an impromptu dance party in Sydney's Circular Quay to launch its new energy drink in Australia.

Coca-Cola Australia has announced the launch of the first energy drink with a great Coca-Cola taste, Coca-Cola Energy, supported by a high-impact integrated marketing campaign.

Due to hit shelves from 26 June, Coca-Cola Energy kicked off the launch by helping Free Dance Party founder Christie Aucamp-Schutte host her biggest street party yet in Sydney’s Circular Quay after her latest event was prematurely shut down earlier this month.

Hundreds of Sydneysiders joined in on the impromptu dance-fest for the return of Free Dance Party and were treated to the first samples of Coca-Cola Energy released in Australia.

With the tagline ‘Move with a new energy’, Coca-Cola marketing director Lucie Austin says launching with a street party that connects people through music and dance was a natural fit for Coke Energy.

“Like Christie and her Free Dance Party movement, we’re passionate about bringing people together in uplifting and positive ways - so what better way to launch Coke Energy than by energising a free dance party on the streets of Sydney,” Austin says.

The launch will be supported by an integrated marketing campaign featuring a TVC, online video, social media, PR, influencers, experiential sampling, and a distinctive in-store shopper POS suite.

"Disruptive" outdoor will also help bring the campaign to life. This will include a high-impact execution at Sydney’s Kings Cross where both sides of the famous ‘Coke Sign’ will be transformed.

“It’s an exciting product to be introducing to Australians and we think it will appeal to busy people on the go who are looking for an extra energy kick with a great Coca-Cola taste,” Austin says.

“We’re launching Coca-Cola Energy with and without sugar and we’ll continue to expand and diversify our range of products to offer Aussies a wider choice of drinks."

Coca-Cola Energy will be available in stores nationally from June 26.


Brand Director, Coca-Cola Trademark: Pam Wyatt
Marketing Manager: Josh Gonski
Senior Brand Manager: Bridget Slipper
Integrated Marketing Communications Manager: Mel Thompson
Brand PR Manager: Adam Bell
Design: Hannah Silverstone
Media: UM
Creative: Ogilvy
PR: Dec PR
Experiential: Maverick
Launch Activation: Maverick, Dec PR, DO
Influencers: Co-Maker
Social Media: One Green Bean, Coca-Cola Social Centre
Point of Sale: Presfast

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