The power of distinctive brand assets and a hyper-local approach
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Coca-Cola aimed to foster a deep connection with Australians during the summer season by offering them a refreshing break in some of Australia’s most cherished holiday destinations.
The challenge was to create a regional outdoor campaign that would celebrate the essence of these holiday spots and inspire Australians to stop and enjoy a Coca-Cola on their summer road trips.
Our strategic foundation rested on insights from marketing science, emphasising the pivotal role of distinctive brand assets in elevating brand recognition, recall, and cognitive ease. These factors were of paramount importance, given the brief moments consumers would have to engage with our campaign on bustling roads.
Additionally, marketing evidence indicated that when an outdoor campaign employs six words or less, utilises impactful colours, and features a prominent logo, it can drive a 4% increase in market share growth.
Our approach was to reimagine Coca-Cola’s iconic brand assets with a fresh and captivating twist. We aimed to create an experience that felt hyper-local and culturally relevant for each destination by incorporating a unique symbol that defined each holiday hotspot.
The aim was to immerse residents and visitors alike in the spirit of their local holiday destination, inspiring them to enjoy the refreshing taste of Coca-Cola as they embraced the Australian summer.
The campaign achieved its goal of inspiring Australians to enjoy a refreshing Coca-Cola during their summer getaways. It showcased the effectiveness of leveraging iconic brand assets and hyper-local strategies to forge meaningful connections with consumers in regional markets. This campaign stands as a testament to the power of creativity and local relevance in marketing.
Outperforming the market by applying the proven laws of effectiveness
The compound effect of driving both mental & physical availability
Harnessing a category entry point and distinctive assets for success
Driving brand growth through a brand platform with an occasion at its heart
Suite 7 & 8, 13-29 Nichols Street, Surry Hills, NSW 2010
