Hot on the heels of a big milestone – Coca-Cola is celebrating the 100th birthday of the iconic Contour bottle this year – the company is releasing innovative, colour-changing cans and bottles for summer.
The new Coke Come Alive campaign is focused on capturing the voice and attention of consumers over the summer months, introducing the brand to new customers and engaging with existing Coke loyalists. The campaign will turn up the heat with the launch of another major Coca-Cola innovation – colour-changing packaging that makes the products themselves ‘come alive’ with colour. The temperature-controlled designs feature on most packaging variants, including 300ml limited edition cans, 600ml, 1.5L and 2.25L bottles. The packaging will be transformed with colour when it is chilled to the optimal temperature to enjoy.
The new packaging is part of summer push that is estimated to reach over 88% of New Zealanders, with a major national integrated campaign and is an evolution of the award winning #colouryoursummer campaign. Back this year will be image recognition technology which will allow New Zealanders to use their Coca-Cola products to unlock unique experiences.
Consumers will be able take a snap of their Coke products, when they have come alive with colour, and win unique experiences, content and more. This year the image recognition technology will be able to recognise ‘Come Alive’ colour packs across the entire trademark – Coke, Diet Coke, Coke Zero and Coke Life, as well as recognise packs that feature in campaign advertising.
High-impact outdoor advertising will drive campaign awareness with locations strategically selected aligned to youth hotspots. There will also be a suite of Coke Come Alive point-of-sale materials available in stores across the country with youth-centric items enabling the brand to increase its connection to the market.
Delina Shields, Group Marketing Manager, Coca-Cola New Zealand said, “We are delighted to be able to excite our customers with innovative and interactive cans this summer. We anticipate that this campaign will generate excitement about the Coke brand over the summer months.”
“As well as launching another Coke-first to the market, in the form of our remarkable colour-changing packaging, we are delighted to be able to reward our loyal customers with fun prizes for them. We look forward to seeing our strategy come alive over the coming months and sparking conversation among both existing and new consumers.”
Throughout its 100 years, the Contour bottle has rubbed shoulders with the likes of Marilyn Munroe, Elvis Presley and Ray Charles, become a muse to artists and designers such as Andy Warhol, Norman Rockwell and Dolce & Gabbana, made its way onto the silver screen in film classics such as Strictly Ballroom (1992) and The Coca-Cola Kid (1985), and sung with the legend that is John Farnham with his major hit Age of Reason featuring in the 1988 Coca-Cola TVC.
To learn more about the 100th birthday of the Coca-Cola contour bottle in New Zealand and around the world, visit www.coca-colacompany.com/cokebottle100