David Blecken
Jun 22, 2017

Coke's Japan summer campaign is refreshingly simple

A soft drink ad that doesn't promise to save the world.

Coca-Cola has launched a campaign to persuade people to reach for a Coke on the hottest of Japanese summer days.

The appeal of an ice cold drink on a sweltering day seems obvious enough. But as with many things in Japan, there’s a bit more to it than that. Typically, consumers drink fizzy soft drinks like Coke on days below 28 degrees. When the temperature goes above that, they tend to prefer sugar-free tea, sports drinks or water.

Tokyo temperatures routinely top 30 degrees in July and August. Apparently to give its products some added appeal on those days, Coke has introduced labels that change colour (from white to blue) once they become “ice cold”. Punters also stand to receive colour-changing glasses when they buy four products. At the height of summer, from 17 July to 27 August, digital signage will display individual messages based on location, weather and temperature.

Campaign’s view: The TV ad is no Kendall Jenner-style extravaganza. It’s just a group of attractive Coke drinkers at the beach, with a close-up of the ice cubes on the label changing colour. No one promises to make the world a better place through their choice of beverage. Boring? We would say it’s just what the world needs.

Campaign Japan

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