"Coca Cola owns summer," said Peter Acuna, McCann Erickson CD on the account. The campaign was launched on SOP Gigsters, a popular TV variety show, with the brand's signature red colour used for the set and worn by the show's hosts and guests.
The campaign also encompasses radio and print ads. In addition, Coke has tied up with GMA 7 to incorporate product placements in some of its programmes -- Coke's TVC was spoofed in Bubble Gang, a high-rating gag show.
In the TV spot, the slogan is translated into symbols of summer taking over Manila. Vignettes show palm trees sprouting in the streets, beach balls tumbling out of a Coke truck and swim-suited models romping in a city that ends up looking more like a beach. All this is set to a jingle by the Kiko Machine band.
A series of print ads utilises the idea of a message in a bottle, with young people trapped inside and waiting to get out, while the radio spot plays on the Filipino word sama, which means 'join', and sounds like the American slang pronunciation of 'summer'.
