The marketing campaign has been launched in conjunction with the Singapore premier of Parker’s movie Sex and The City, to be released in the country on 29 May.
“From a local context, the need is to differentiate our various Coke brands, especially with the launch of Zero earlier this year,” said James Chin, brand manager of Coca-Cola Singapore.
“The objectives are to inform consumers of its intrinsic (100 per cent light taste) and extrinsic (lifestyle, premium brand) differences compared to Coke and Coke Zero,” he added.
The campaign launched on 15 May will run until August. It includes TV, print and cinema advertising.
Parker-themed wall-to-wall ads will be erected on the StarHub wall at Dhoby Ghaut MRT station, while TV spots will be shown on Channel 5 and Channel U along with cinema halls for the duration of the cinema run of the Sex and the City movie.
Special edition cans featuring the famous legs of Sarah Jessica Parker and her fellow Sex and the City stars Kim Cattrall, Kristin Davis and Cynthia Nixon have also been launched to generate additional publicity for the movie in Singapore.
The TV spot, a global ad developed by Dentsu Japan, shows Parker floating in the air after tasting Coca-Cola Light and was first launched in Japan.
The Sex and The City star was recently appointed as Coca-Cola Light’s global ambassador in all countries excluding the US and Europe.
Jasmin Vinculado, marketing manager, Coca-Cola Singapore said: “Sarah Jessica Parker is a style icon who has caught the fashion world’s imagination.
“The character she plays in the television series and movie reflects Coke Light’s sexy, witty and fun personality as well as ‘Live life light’ proposition. We think she’s absolutely perfect for this role and we’re delighted with her endorsement. We are excited about the movie as well.”
Coke makes "Light" with starpower
SINGAPORE - Coca-Cola Singapore is using the star power of Sarah Jessica Parker to promote Coca-Cola Light in the city-state.
