Coca-Cola South Pacific: Share a Coke

Ogilvy & Mather Sydney

Advertiser: The Coca-Cola Company
Brand: Coca-Cola South Pacific
Country: Australia

Objectives

Background

Going into Summer 2011/12, 'Coca-Cola' faced 3 distinct challenges:

  1. 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.

  2. Decreasing consumer confidence turned consumers in to value-seeking consumers.