Executed by one of Coca-Cola’s local below-the-line agencies, Nerf Communications, the ‘Live life light’ campaign runs outdoor, on trains and in point-of-sale media. “Our choice of media was targeted to reach out to working adults, the majority of whom commute to work via public transport on a daily basis,” said June Kong, PR and communications manager, Coca-Cola Singapore.
The ads feature pan-Asian talents from various lifestyles, such as a young white-collared worker and a tuxedo-clad socialite, clutching cans of Coke Light. Accompanying headlines include ‘Smell the roses’ and ‘Give in to temptation’. The campaign shows and gives examples of how our consumers can embrace the zest of life “and love both life and Coke Light”, said Kong. “They are brimming with confidence and eager to walk the roads less-travelled. Driving brand loyalty is no longer sufficient for this discerning and opinionated market. This campaign goes beyond pushing the product.”
According to a source, although Coke Light commands over 70 per cent of Singapore’s light carbonated drinks market, the company has not launched an above-the-line campaign for several years. Another source also stated that Coke Classic, the ‘full-fat’ mother brand, has been underperforming in Singapore — so the company has started to focus its marketing efforts on its sugarfree brands.
Singapore’s Kong added that the local campaign was similar to one currently running in the Philippines, called ‘Have it all’.
Conceptualised by McCann Erickson Philippines, the integrated campaign taps common growing pains — such as dating and financial aspirations — to position Coke Light as a beverage that means ‘not having to compromise’.
Supported by TV, print, radio and activation, Allie Dela Cruz, brand manager of Coke Light Philippines, said the media mix adopted “a highly-disciplined messaging strategy to drive awareness to trial”.
Meanwhile, Coca-Cola is engaged in a number of agency reviews around the region — a media pitch in Thailand, which recently saw Vizeum added to a shortlist that includes incumbent Initiative, Starcom and MediaCom; and a pitch for a regional brief for Coke Zero.
