The work is the first major creative for Coca-Cola out of Singleton Ogilvy and Mather which was handed a greater share of the business late last year following months of speculation about Coca-Cola's satisfaction with its other rostered agency McCann-Erickson. At the time, a Coca-Cola spokesperson said the company was hunting a fresh view for the brand but was keen to keep using McCann's experience.
The new work carries the tagline, 'You know you want it' and revolves around a fully integrated programme of advertising, sampling, promotions, sponsorship and retail communication. The company has also tweaked its umbrella message which now reads: 'Real Refreshment'.
The advertising work features one 60-second and two 30-second television commercials which were launched as a road-block across Australia's major television networks in a scale of media buying now rarely seen.
The spots were pre-empted by teaser ads featuring variations on the 'You know you want it' tagline in a ploy to create curiosity among consumers.
In an effort to tailor its message to the local market place, the company has also worked each ad around a music score produced by a Sydney production house.
In another major move, Coca-Cola has added to its trademark red and white colouring with the launch of a yellow-coloured line of packaging. The moves follow rival Pepsi's launch in December of its new Pepsi Blue range - it's major hook for the lucrative summer selling period.
Over the course of last year, both Pepsi and Coca-Cola kept the pressure on with their various launches of Pepsi Twist, Vanilla Coke and Diet Coke with Lemon. Coca-Cola's latest campaign is designed to work around its sponsorship of this year's Rugby World Cup season.
Coca-Cola Australia region corporate affairs manager Fiona Hamann said the new look would target consumers en masse and in a variety of situations.
"Consumers today are telling us they want brands that are genuine, authentic and real. These are values they associate more strongly with Coca-Cola than any other brand." Each piece of creative shows a montage of situations in which the drink can be enjoyed.