Coca-Cola have just revealed plans of a multi-million pound marketing campaign to introduce UK customers to its new low calorie drinks Coca-Cola Life. The brand have enlisted a variety of agencies to work on the drive which includes print and digital initiatives, such as M&C Saatchi and Bulletproof. They chose Mediacom as the man media planner and buyer, and Zone will be overseeing digital marketing.
Coca-Cola Life was launched in stores last month, and its main demographic is adults looking for a healthier, low-calorie alternative to Coke. The advertising campaign for the drink will primarily make use of proximity marketing – using sheets, buses and iconic digital screens. Adverts will be located in high-volume commuter areas such as bus and train stations, and free samples will be samples will be distributed at lunchtime hotspots.
Director of marketing, strategy and activation at Coca-Cola UK Bobby Brittan said:
“We are very excited to be bringing Coca-Cola Life to the UK and have designed a brand awareness campaign to help create an instant buzz and impact for our consumers. Coca-Cola Life, along with Coke Zero and Diet Coke, offers yet more choice to consumers who want to stick with the great Coke taste but reduce their sugar and calorie intake.”
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