Browsing: Coca-Cola

News
Is Coke’s global approach bad for Kiwi audiences?
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It took creative minds from 10 different agencies across the Coca-Cola marketing network to develop the global campaign for 2016. The result is a collection of 10 TVCs, over 100 campaign images, a new visual identity system and the introduction of a new tagline: Taste the Feeling. But some argue that this global approach may alienate local audiences that are already disengaged from the brand?

News
Around the corner from everywhere: celebrating 100 years of the Coke bottle
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If you were to drive your car across New Zealand, along the way sporadically visiting small towns with populations rarely exceeding 87 people, you’d encounter an assortment of experiences that vary as much as the topographical makeup of our two islands. But no matter how different each of these pitstops might be, one thing that you will almost invariably see wherever you go is Coca-Cola bottle. And this year, one of the most ubiquitous brands in Kiwi consciousness celebrates the 100th anniversary of its easily recognisable bottle.

News
Brands latch on to the oval ball as the Rugby World Cup 2015 approaches
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We’re sure many New Zealanders are in disbelief as to how nearly four years have passed since the last Rugby World Cup. Four years since we yelled out to strangers in the street whooping with collective joy after the All Blacks secured the Cup after a nail-biting game with the French and four years since the victory sparked a baby boom across the nation. But this year’s World Cup, which kicks off in September has no doubt been creeping its way into the public consciousness for sometime now, probably due to a few big brands which hope to profit from all the attention, here’s what a few of them are up to.

News
Strand and deliver: Amie Mills on the rise of transmedia storytelling
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It used to be so simple. Find an audience (usually from someone or something with enough money to own mass media), put an ad in front of that audience and roll around on a bed laden with cash, laughing maniacally. These days, there is huge media fragmentation, constant distraction (AKA ‘obesity of the mind’), more good content on offer than ever before and numerous ways for consumers to dodge ads. That makes reaching audiences much more difficult, but the rise of digital technology and the rapid changes in the way people are consuming media has meant broadcasters and advertisers have had to embrace more creative methods of storytelling to maintain the audience’s attention, something Blacksand’s senior digital producer Amie Mills discussed recently at the first TVNZ Outtakes event.

News
Netflix brings in Jamie Curry to coach Australasian audiences
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YouTube starlet has become something of a branding sweetheart in recent months. Last year, Coca-Cola commissioned her to promote its #colouryoursummer campaign in Australia, Google has included her on its YouTube stars roadshow and she is currently part of theContiki troupe of influencers currently sharing travel stories from Asia. And she also recently caught the eyes of marketing team at Netflix. Two weeks ago, Curry posted a video called ‘How to Netflix’ on her YouTube channel as part of marketing push by the SVOD player to expand its reach across Australia and New Zealand.

News
Coca-Cola sweetens the lives of the 87 residents of Otira with stevia
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Last week, Coca-Coca Life hit Kiwi shelves, giving Kiwi consumers their first opportunity to purchase the stevia-based variant. But long before anyone in Auckland, Christchurch, Wellington or Dunedin was able to taste the drink, the Coca-Cola team headed south to the rustic setting of Otira to give the 87 permanent residents living there the first sampling rights. The proceedings that unfolded were captured on film and then edited into Coke’s new TVC, which carries the ‘Let Life surprise you’ slogan.

News
#MakeItHatey
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Coca-Cola has been forced to suspend its #MakeItHappy campaign after an elaborate prank from blog site Gawker had the brand relaying several lines from Adolf Hitler’s Mein Kampf.

News
Coca-Cola Australia collaborates with Kiwi YouTube starlet Jamie Curry
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With a total of 1.2 million subscribers across the world, the Kiwi vlogger Jamie Curry (of Jamie’s World) is one of only two New Zealanders to meet the YouTube star threshold of having more than a million subscribers. And her resonance with 13- to 24-year-olds recently caught the attention of Coca-Cola Australia, leading the drinks company to collaborate with the teen on the ‘Colour your summer’ campaign.

News
Impropitious bits
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While wandering down the main street of Whakatane recently, we couldn’t help but notice this gift shop mascot and his unfortunate hand placement. And that got our immature minds thinking about other unintentional genitalia.

News
3D printing gives trash a second life
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Last year, Hallenstein Brothers partnered with Ekocycle, to produce a range of suits made entirely out of recycled plastic bottles. Now, the Coca-Cola environmental initiative is being taken a step further thanks to Cube, a small-scale 3D printer that transforms plastic Coke bottles into a range of different items. In a short video uploaded onto YouTube earlier this month, Ekocycle co-founder and ambassador will.i.am delivers a short presentation on some of the items that the 3D printer can be used to make.

News
Bottles given life after Coke
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Coca-Cola has been on something of a self-flagellation mission of late in its advertising campaigns. In what can be seen as an effort to undo some of the environmental harm it has done due to the sheer number of empty plastic bottles strewn all over the world, the company has been focused on relaying a strong recycling message in many of its recent campaigns.

News
“Happiness from the skies”
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When Coke comes to you and says “we want to do something with a drone” it better be awesome. Ogilvy & Mather Singapore did not disappoint with a clever little collaboration with a non-profit, the Singapore Kindness Movement recently titled “Happiness from the skies”.

News
The evolution of content marketing
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Although content marketing has become one of the latest buzz phrases uttered at conferences, it has actually been around since 1895, when John Deere started Furrow magazine, a publication dedicated to information for American farmers. Following this in 1932, after seeing value in being associated with well crafted content, Procter and Gamble sponsored a radio programme via one of its soap brands, adding the term soap opera to the vernacular. It’s from this historical standpoint that a Getty Images video recently published on YouTube discusses how content marketing has evolved over the years to eventually give us a range of modern applications that that not only contribute to branding but also entertain viewers.

News
Celebrating the Rainbow Nation with real rainbows
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To commemorate two decades of South African democracy, Coca Cola created a series of real rainbows, which arched over the billboards throughout the city. Conceptualised and executed by FCB South Africa, the colourful additions to the sky were produced using sunlight, water and “a bunch of fancy calculations”.

News
‘Tis the season for corporate niceness
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As the spirit of Christmas giving takes hold, Kiwi corporates are highlighting the sponsorship efforts that give them a good name and worthy causes a helping hand. Telcos and banks are among those stumping up dollars and resources for charitable campaigns.

News
Fizzing at the bung
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Pepsi tried to give Coca-Cola (or, due to copyright reasons, ‘Cola-Coca’) a burn with its Halloween ad. It got some pretty good social media traction as a result, although some were confused about the message and thought it was showing its rival as a super hero. And while it’s not clear if this witty response is a legitimate one from Coca-Cola, maybe it should be.

News
Coca-Cola’s cringey commercial absurdity
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There are a rare few brands that have nailed the ‘commercial absurdity’ approach, chief among them Old Spice, Skittles and Tango. Many others have tried to replicate it and it often comes off looking slightly desperate, derivative and cringey, as evidenced by this spot from Coca-Cola, which is asking punters to explore the world of Ahh on a new website filled with a huge array of time wasting, fizzy beverage-related games.

News
Political fizz
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The cynics say that Coca-Cola has harvested happiness as a marketing concept over the years in an effort to avoid dealing with the unhappiness sugary drinks can bring through obesity (this was brilliantly skewered by ‘The Real Beers’ video). But ever since the famous multi-cultural ‘I’d like to buy the world a Coke’ ad, Coca-Cola has claimed that it uses its global reach to try and bring people together. And it’s tried to do just that on the sub-continent with a three-minute clip by Leo Burnett that links up Pakistanis and Indians through a pair of connected vending machines.

Opinion
Year in Review: Michael Healy
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With fewer competitors, a new agency, the departure of some senior staff, a range of marketing initiatives and a new brand campaign, it was a big year for Westpac. Senior brand manager Michael Healy shares his thoughts.

Opinion
The Year in Review: Roger Beaumont
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With a newish chief executive, a switch to Saatchi & Saatchi without a pitch, a rejigged marketing team, record profits, a new HQ being built, a couple of awards, a few more impressive innovations like Facebook payments and a classy if comparatively subdued response to the National Bank’s departure (something big might be brewing, however), ASB had a fairly eventful year. Executive general manager marketing and online Roger Beaumont shares the love.

Opinion
The Year in Review: Jeremy O’Brien
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With a new chief executive, a new joint venture with Sky, the highest rating show of the past ten years for New Zealand’s Got Talent, plenty of interest in branded content, and the march of mobile seeing new Ondemand apps on the horizon, it’s been a big year for TVNZ—and, after knocking newspapers off the top ASA spot and charting ten year highs for viewership, TV in general. Head of sales Jeremy O’Brien talks.

News
Coke’s name fest continues with launch of festive cans
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Just as humans will always react strangely when they see themselves on the big screen at the cricket, it seems they will also react strangely when they have the chance to see their name on a can of Coke, something the Share a Coke campaign has tapped into, first in Australia and now in New Zealand with the help of Ogilvy. And, continuing its long association with the festive season and adding to the more than 200 popular Kiwi first names (as this chap found out, Osama wasn’t one of them) and colloquial terms like Mate, Sis, Bro, Mum and Dad that have taken the place of the brand’s cherished logo, Coca-Cola has released another limited edition set of cans featuring the names of Santa and his nine reindeer.

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