Coca-Cola is using its annual festive marketing investment to build its Zero Sugar brand, a revamped effort on the discontinued Coke Zero.
Kicking off the annual Christmas push is an integrated campaign culminating in a truck tour, TV ad (which is still under wraps), and more, tallying in at £7m.
Aedamar Howlett, marketing director for Coca-Cola GB, said: “We will continue to grow on the success of Coca-Cola Zero Sugar which will feature front and centre in all of marketing this Christmas. And we’re ensuring our campaign stays fresh and relevant with a number of new innovative media investments.”
The work will rally around a yet-to-be-shared Christmas TV ad from Studio Lambert, which will air as part of a special partnership with Channel 4 show Gogglebox.
Meanwhile, the Christmas truck will tour the UK from the 11 November across 42 spots, continuing the company’s iconic experiential marketing efforts. For the first time, the truck will also stop out at recycling centres to encourage this behaviour in consumers.
On the packaging front, the brand is again adopting the artwork of the Sundblom Father Christmas which is synonymous with Coca-Cola.
Howlett added: “Coca-Cola is synonymous with Christmas and it’s no secret that our much-loved Holidays are Coming advert marks the beginning of the festive season. This year, we have stayed true to our heritage and our campaign is built on nostalgia and Christmas tradition.”
The buys extend across experiential, radio, digital, cinema and OOH which includes a unique artwork for a bus T side. Further to this, there will also be Snapchat filters and lenses, and a partnership with radio station Capital to deliver the Jingle Bell Ball show which reaches an estimated 7.8 million listeners per week.
Source: The Drum