A little wild
Category: IntegratedAgency: Publicis Mojo/Smack Communications/Satellite InteractiveAdvertiser: Coca-Cola Oceania (Coca-Cola Raspberry)
SUMMARY
Coke and Diet Coke were struggling to find a way to grow market share in an increasingly cluttered and health conscious marketplace.
Understanding the needs of the target market was key. This youth audience is inherently known for seeking variety and moving on to try the next thing.
A rotational flavour strategy was developed with the first flavour launch being Coca-Cola Raspberry and Diet Coke Raspberry, for a “limited time only”.
The desire was to create heightened short-tem demand to increase...