SINGAPORE: Coca-Cola has linked its brand with Singapore's music
and nightclub scene in its latest advertising and promotions drive to
lift its image, particularly among young opinion leaders.
Its new television, radio and print advertising, created by
McCann-Erickson, features fledgling Singaporean music band Urban
Xchange. The advertising marks a break from the glitzy overseas ad
campaigns of the past, said the agency.
Urban Xchange has a recording contract with EMI but the band was
recently discovered by Coke after a series of auditions.
Coca-Cola marketers chose to steer clear of using pop stars or
celebrities because they wanted consumers to see Coke as being more
genuine than other cola brands.
Darren Marshall, F&N Coca-Cola region marketing director, said it is
less effective to use celebrities these days because consumers know
their endorsement is paid for, which reduces a campaign's
credibility.
The eight-member Urban Xchange band had been chosen because they looked
and sounded real, said Marshall. "They have a unique sound and are
really passionate about what they're doing," he added.
To reach light television viewers, Coke is moving beyond mainstream
media, with a youth portal, created by Media Arts, launching
shortly.
Promotional activity includes a competition in June giving consumers the
chance to win a holiday and tickets to any music event in the world.
Coke is also building a presence in HMV stores and popular Singapore
nightclubs. Marshall said clubs represented a small proportion of sales
but having a presence there would help build the brand's image. To
achieve this, Coke will be staging events and introducing the
distinctive Coke Georgia Green bottle at select venues.
