Coca-Cola South Pacific: Share a Coke
Ogilvy & Mather Sydney
Advertiser: The Coca-Cola Company
Brand: Coca-Cola South Pacific
Going into Summer 2011/12, 'Coca-Cola' faced 3 distinct challenges:
- Fickle teens and young adults
Strong brand health figures did not translate into frequent product sales. There was a lag between "brand love" scores and consumption measures. In fact, 50% of teens and 45% young adults hadn't enjoyed a 'Coca-Cola' in the last 12 months (Source: B3 Survey Australia Year End 2010).
The consequence: Coca-Cola sales were in decline. No 'big brand ad' could fix this. We had to change tack to make brand love translate into sales.
- Decreasing consumer confidence turned consumers in to value-seeking consumers.