Coca-Cola is tackling energy drinks the best way it can. It’s positioning itself as a post-lunch slump antidote, aiming its new campaign primarily at teens and focussing its efforts in newer markets.
The campaign was conceived and produced by FCB’s South African agencies, following a winning pitch idea by FCB Africa.
has been launched by Coca-Cola Company’s South East Asia Business Unit and will roll out over the next 8-12 months in high density markets such as the Caucasus, Russia and Central Asia Pan Africa, Turkey and South East Asia (The Philippines, Vietnam, Singapore, Malaysia, Cambodia, Myanmar, Thailand and Indonesia).
“In a nutshell, The Coca-Cola Company wanted a new campaign for Coca-Cola to position it as the antidote to the lurgy or lassitude that typically affects people in the afternoon,” stated Pratik Thakar, head of creative content & design excellence, The Coca-Cola Company Asia.
“It had to show that – from the pop of the cap or tab on opening, to the hiss as the gas escapes, to the clink and crack of the ice – the unique and delicious taste of Coca-Cola has the ability to fizz up even the most lethargic.
“Importantly, the campaign needed to be relevant to Coca-Cola’s core target audience – teens, that head-down generation always on the smartphone, always connected and always looking for the next thing to share via myriad social networks.”
The campaign, therefore, draws on meme culture and social sharing.
“As a result, the launch commercial takes inspiration from the speed with which anything visual and entertaining can go viral. One second, you’re torpid and dull. The next you’re sipping a Coca-Cola, on your feet and animated. The next, the meme your friend shared has close to one and a half million shares. That’s the power of the Coca-Cola antidote,” Thakar explained.
The commercial was shot in Cape Town over six days by Velocity Film’s Adrian De Sa Garces. A complex post-production process by Black Ginger and Priest followed, to highlight certain visual clues and downplay others, depending on the market in which each version would be used.
“This was an awesome vote of confidence in FCB Africa’s creative and strategic capabilities,” stated FCB Group chief executive officer and chief creative officer, Brett Morris.
“Kudos to the Johannesburg agency for being so spot on with the strategy, and much respect to FCB Cape Town, which did an outstanding job on the creative side. It’s great to see an FCB Africa campaign go global.”
Client: The Coca-Cola Company
Head of Creative Content & Design Excellence, The Coca-Cola Company Asia: Pratik Thakar
Creative agency: FCB Africa
Account Director: Struan De Bellelay-Bourquin
Chief Creative Officer: Mike Barnwell
Copywriter: Andre de Wet
Art Director: Riaan van Wyk
Strategic Planner: Kabelo Lehlongwane
TV production: Lauren Trevelyan
Production House: Velocity Film
Director: Adrian De Sa Garces
Editor: Xander van Der
Post production: Black Ginger and Priest