Coca-Cola: Characters of Kings Cross

Coca-Cola, the soft drinks brand, used an iconic billboard and PR strategy to highlight colourful local characters and build connections with people in Sydney and across Australia.

Campaign details

Advertiser: Coca-ColaBrand: Coca-ColaAgency: N2N CommunicationsCountry: Australia

The brief

For 40 years, the Coca-Cola South Pacific (Coca-Cola) billboard in Sydney's Kings Cross has been a landmark to one of the most vibrant parts of the city, earning its place as a local icon in its own right.

In 2016, Coca-Cola upgraded the billboard and auctioned letters from the old sign in a campaign that attracted widespread attention and generated over $100,000 for the Wayside Chapel – an organisation that has supported people in Kings Cross for 50 years. To continue to support...

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