In the past few years, the innovative marking teams behind Coca-Cola’s campaigns throughout the world have put our names on cans, created bottle-powered arcade games and taken a cheer-collecting bus across Argentina. And this inventive trend now continues with Bogota-based Leo Burnett’s introduction of the friendly twist bottle, which features a unique lid that can only be opened when paired with another.
Last year, we wrote a story about SodaStream’s The Cage, a global PR campaign that aimed to draw attention to the effects of packaged soft drinks on the environment. But the campaign has earned the ire of one of its targets, Coca-Cola, with the South African outpost issuing a cease and desist letter to SodaStream demanding its bottles be removed from The Cage at the Johannesburg airport because it claims to own the used bottles.
The NZRU will no doubt be hoping the All Blacks’ Rugby World Cup win might put a bit more lead in its commercial pencil to help get through a fairly difficult time for the national sport. And it’s managed to retain five of the team’s major sponsors, with Coca-Cola, Unilever, Sanitarium, Barkers and Bvlgari re-signing as All Blacks sponsors for undisclosed sums.
Many have been anxiously awaiting the announcement, and it has cometh: digital streaming service Spotify is officially available in New Zealand and Australia, opening up its catalogue of more than 16 million tracks and bringing Spotify’s availability to a grand total of 15 countries. So what’s the deal? And why are brands like Coca-Cola getting involved?
After a pitch involving a rumoured list of TBWA\ and the incumbent McCann, it’s thought DDB has managed to get a foot in the door with Coca-Cola after winning the Lift Plus account.
Just before the RWC began, Sonny Bill Williams’ management kicked up a bit of a stink when the NZRU decreed that he wasn’t allowed to sign a sponsorship deal with a drinks company considered to be a rival to official All Blacks sponsor Coca-Cola. It turned out he should have been thankful for the denial, because the interested suitor, South Pacific Beverages, used actor Ben Barrington to front one of the biggest turkeys of the year for its Pure Energy brand and Coca-Cola then decided to sign up the man mountain themselves (for an undisclosed sum, of course) as an official ambassador to help launch its new fizzy 300ml Powerade Fuel+, which aims to snatch a share of the energy drink market.
The party may be over. But, as expected, there are plenty of sponsors trying to bask in the reflected glow of the All Blacks Rugby World Cup victory, including Adidas with its new ‘all ours, again’ spot.
For years, brands have created ads and placed them in appropriate media in the hope that they’d help sell more of their stuff. These days, brands are increasingly creating experiences in the real world that are relevant to the product and involving consumers in those experiences. And The Powerade Challenge, a 9km running course/interactive marketing campaign around Auckland’s waterfront, is a prime example of this shift.
Who’s it for: Coca-Cola by Hugh Mitton
Why we like it: Coca-Cola recently ran a worldwide crowdsourcing contest on the eYeka co-creation platform and asked participants to create an illustration, photograph or video of the brand to depict ‘energizing refreshment’. The contest saw over 2,600 entries …
As the Rugby World Cup draws closer and Kiwis inevitably succumb to the ensuing mayhem, ticket to the matches are becoming an increasingly prized commodity—especially when they’re tickets to the quarters, semis and the finals. And wouldn’t you know it, Coca-Cola is planning to capitalise on that enthusiasm with a multi-channel campaign that includes what it says is its largest ever on-pack promotion.
…because Colmar Brunton’s resident yoof expert has moved up the ladder, Porter Novelli is hailing its new leaders, Alice Moros has traded Mango for a Haystac, BNZ and Duco have signed up Richard Branson to spread his entrepreneurial gospel in New Zealand, Coca-Cola has appointed a new general manager for Oceania, PPR has a new account manager and Getty Images has added few more snaps to its arsenal after the acquisition of Photolibray.
Interbrand has released the 11th annual 100 Best Global Brands rankings and, out of the corporate turbulence seen over the past 12 months, it’s the high profile technology brands that have performed best.
Here’s one for the quite funny but presumably completely unintentional stuff-ups category. As you can see, the image is intended to promote the sale of supporter gear for the FIFA World Cup at Stirling Sports. But the logo they’ve chosen to use on their homepage had been modified slightly, most notably with the addition of a large gun. Ah yes, it’s the kind of woopsie the internet was invented for.
This new TVC by Wieden + Kennedy Amsterdam for Nike’s ‘Write the Future’ campaign has only been around for a week or so, but it’s already closing in on nine million views on YouTube. And there’s a reason for that. And that reason is pure, unbridled awesomeness.
Fast food, fizzy water and IT continue to dominate the global brands list, compiled by Interbrand.Coca-Cola has taken out the top spot for the 10th year in a row, the 123 year-old company weighing in with just under US$69 billion in brand equity, up three percent from last …