Rolling out across TV, digital, cinema and mobile, the TVC captures the reactions of the remote community of Norfolk Island as its populace become the first Australians to taste the drink. The TVC was shot in an unscripted, documentary style to convey the genuine surprise and delight of Norfolk residents in being the first community in Australia to sample Coca-Cola Life.
The beverage claims to deliver the taste you would expect from Coca-Cola, with 35 percent less sugar and kilojoules compared with Coca-Cola itself, which has been achieved by combining sugar and stevia.
“With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone,” Coca-Cola South Pacific Marketing Director Lisa Winn said.
“Playing on our locally-created ‘Let Life Surprise You’ concept, we chose to go somewhere Australians would least expect us.
“The residents of Norfolk Island were definitely surprised to see us, and their reactions to the product were fantastic, and we’re excited to see that replicated as we bring Coca-Cola Life to the rest of the country.”
In 2013, Coca-Cola made a commitment to offer lower-kilojoule options, including making stevia-sweetened beverages more available to consumers. The launch of Coca-Cola Life is another step towards fulfilling this commitment.
More information on the launch of Coca-Cola Life in New Zealand will feature in the May issue of FMCG Business, out soon. Go to www.fmcgbusiness.co.nz or email email@example.com to subscribe.