Forget bigger is better, Coca-Cola is putting its money behind small being better.
Coca-Cola likes to focus on the detail. The pop of a can opening, the fizz of the pour, the clinking of the ice in the glass. The new cans might be smaller but they are still big on taste, according to Coca-Cola's multimillion dollar campaign to promote the launch of the 250ml cans.
The New Perfectly Small Can campaign, rolls out across TV, outdoor, digital, in-store POS, experiential and social in Australia this week.
Ogilvy created the TV ads, and UM handled media planning and buying.
It's the first part of a major campaign Coke says will be is biggest since the launch of Coke Zero, and its “most disruptive” summer marketing.
The move to introduce smaller cans is part of Coke's commitment to reducing obesity in Australia. The ads will also run globally.
The $2 250ml cans are on sale now.
Maverick - Experiential
UM – Connections Planning & Media Buy
Ogilvy – TV and OOH Creative
Pulse Communications – Social & Trade media
Passport – Packaging
Wunderman – Promotion Management and Digital
Adhesive PR – Consumer PR