Making You World Famous in New Zealand
Agency: GeneratorBates Advertiser: Coca Cola Amatil (NZ) Ltd L&P Awards: FMCG (Bronze)
Marketing Challenge
The Carbonated Soft Drinks (CSD) category has been under constant pressure from developing consumer trends.
- Innovation, choice and convenience.
- Fewer loyal consumers.
- Increased health and goodness awareness.
- A backlash against sugars, calories and artificial content.
- Increased 'goodness' offerings - energy drinks, CSD's diet, flavoured mineral waters.
- Contradictory behaviours denial and bingeing.
- The adoption and rejection...