VML New Zealand creates Kiwi-focused campaign for Coca-Cola

Coca-Cola and VML New Zealand have launched a campaign built around choice, using local moments and occasions to show where different Coca-Cola products fit.

The work moves away from value messaging and pack-size promotion. It connects individual Coca-Cola products to familiar Kiwi occasions, with the line "There's a Coke for everyone."

The music was written from scratch by the VML team. The ad is set in a Kiwi backyard and follows a couple of mates having a laugh.

Coca-Cola said early results show strong engagement and positive sentiment since launch.

Gina Beck, Senior Manager, Coca-Cola, The Coca Cola Company, said: "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.”

Kim Pick, Group Executive Creative Director, VML New Zealand, said: "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 campaign is live across New Zealand on TV, out of home, online video and social.

CREDITS:

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

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

WPP Media
Senior Account Manager: Shafnaz Shiraz
Production Company: Eyes and Ears