The six-month celebration of the famous Contour bottle in New Zealand starts in August, with a new campaign featuring specially designed Contour bottle inspired imagery across multiple channels.
A century ago, the Coca-Cola Bottle was created with its unmistakable curves and distinctive contour. The result of a design brief that called for the package to be “so distinctive that it could be recognised by touch alone and so unique it could be identified when shattered on the ground”, the Coca-Cola Bottle remains an icon 100 years later.
Drawing on globally developed creative, the New Zealand campaign, titled ‘Mash Up’, takes bold and vibrant reimagined images of the Contour bottle to visually transform the brand, giving it a new modern look. The Contour Mash Up campaign marks the first time the full trademark has appeared together including the newly launched Coke Life.
James Somerville, Vice President of Design at The Coca-Cola Company said: “We approached creative minds from around the world and asked them to recreate iconic Coca-Cola artwork from the last 100 years. We wanted to celebrate our past while simultaneously writing our future through design. The final selected pieces of artwork both surprised and delighted us with their diversity and authenticity.”
The multimillion dollar campaign includes a new TVC featuring the Mash Up images animated to a reworked version of Wham!’s hit ‘Wake Me Up Before You Go Go’, which goes live 16 August 2015. The campaign also includes new point of sale material; digital media including homepage takeovers, 3D displays and more; high profile OOH including a pop art installation at Britomart and special build OOH made from PET bottles.
From 30 August, an OOH billboard will be erected on Parnell Road. The billboard will be made using plastic 600ml Coke bottles and Coke Zero caps. The artwork will carry the call to action for consumers to go to Coke.co.nz to find out more.
A Pop Art Gallery featuring 20 of the Mash Up designs will be displayed at the Britomart Transport Centre from 23 August. The gallery is being created from consecutive Adshel placements, bringing to life the pop art style of the campaign in a high traffic location.
The gallery will carry the story of the pop art images and will encourage consumers to go to Coke.co.nz to learn more. Fans of the brand will also have a chance to win the art works at the end of the campaign.
Major PR activity telling the Contour story through earned media and cutting edge content pushed out through owned social channels all work to round out the campaign over the following months.