Coke taps influencers to launch new orange flavour

By AdNews | 25 July 2018
Coca-Cola Orange.

Coca-Cola has enlisted several influencers to launch its latest flavour, Orange with no sugar.

These include Melbourne artist Chilli Philly, illustrator Mark Conlan, novice baker BakedByAndres and blogger PaulPayaSalad.

The multimillion-dollar launch campaign, from Ogilvy and UM, follows the successful release of Coca-Cola Raspberry this year, Coca-Cola marketing director Lucie Austin says.

“We’ve seen just how much Australians have been enjoying our recent limited-edition flavours and we remain committed to delivering innovative flavour combinations and great tasting choices to our consumers nationwide," Austin says.

will-salkeld_pulse_coca-cola_orange-lifestyle-image-3.jpgCoca-Cola will use influencers to promote its latest 'no sugar' flavour orange.

Orange is the latest ‘No Sugar’ flavour for Coke after Raspberry, Coffee and Ginger. The brand has been pushing it’s No Sugar range to health-conscious young people as the soft drink company commits to reducing the amount of sugar across its range.

The campaign will roll out across digital, social media, influencer engagement, retail out-of-home, PR and in-store point of sale.

Coca-Cola plans to phase out its Coke Zero brand following the success of its No Sugar line since it launched about a year ago.

Austin recently told AdNews that consumers voted to ditch Zero in favour of No Sugar. Last year, Coke decided to ditch the Coke Zero brand because consumers didn’t realise it contained no sugar.

Credit list

Ogilvy (creative)

UM (media)

Geometry (shopper)

Pulse (PR)

OGB (social)

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