Skux? It’s New Zealand slang term meaning someone who looks exceptionally cool, stylish, confident, or smooth. It’s fits into VML New Zealand’s new campaign that makes Coca-Cola “as New Zealand as”, showing there’s a Coke to suit every occasion, without compromising what makes the brand unmistakably Coke. The campaign ignores the usual value messaging or pack size campaign elements. It’s all about choice, connecting different Coca-Cola products to familiar Kiwi moments and occasions, to demonstrates how the brand stays relevant across a range of everyday experiences.

Kim Pick, group executive creative director, VML New Zealand, explained, “The interesting part of the brief was recognising that different Cokes already play different roles in people’s lives. Giving them names with a Kiwi tone let us talk about that choice in a way that feels culturally familiar and has a bit of fun with it. It’s a story about choice, but it still looks, sounds and feels unmistakably Coke.”

The work is understated and positive – so it’s at home in Aotearoa. The music, crafted from scratch by the VML team, transports you to a Kiwi backyard, complementing the story of a couple of mates having a laugh.

And it all comes back to one thought, There’s a Coke for everyone. With strong engagement numbers and positive sentiment on launch, early results indicate the campaign has struck a chord with Kiwis.

Gina Beck, senior manager, Coca-Cola TM, The Coca Cola Company, stated, “Coca-Cola’s strength lies in the deep connection people have with its iconic taste and brand experience – something they’ve loved for generations. At the same time, our diverse range gives people plenty of choice in how and when they enjoy it. This campaign celebrates that choice in a way that feels relevant to Aotearoa New Zealand, while keeping everything people recognise and cherish about Coca-Cola firmly at the centre.”

The campaign covers television, out of home, online video and social across Aotearoa.

Credits:

Client: The Coca-Cola Company
Senior Manager, Coca-Cola TM: Gina Beck
Marketing Director, Coca-Cola Oceania: Tracey Evans

Creative Agency: VML
Group Executive Creative Director: Kim Pick
Creatives: Jack Pfiszter & Jono EntwistleSenior Client Partner: Jonathon Morcom
Strategy: Cécile Henson
Senior Producer: Jo Kelly

Media Agency: WPP Media
Production Company: Eyes and Ears