The new TVC is made up of a series of contrasting scenes that show both negative and positive vignettes, to remind its audience that there is more good than bad in the world. The scenes depicted are based on qualitative research into what issues matter to UK consumers. 'Reasons to Believe' communicates hopeful messages that invite consumers to see the world differently.
The multichannel campaign will include a sixty-second TV spot and a targeted ninety-second piece of digital content for social media. Towards the end of January, two additional pieces of content will launch to further amplify the Reasons to Believe campaign.
The campaign will be underpinned by targeted outdoor and instore activity, as well as strong digital and social media activation, which includes inviting consumers to contribute their own 'reasons to believe' on Coke Zone, the brand’s digital brand platform. To maximise the reach of the campaign,
Bríd Drohan-Stewart, Marketing Activation Director,
"This campaign has already run successfully in 70 countries around the world and is rooted in local research.
The brand has always been a cultural and social part of consumers' lives, with a rich history of nostalgic, memorable and evocative campaigns, which capture consumers’ imaginations. From the famous 'Hill Top Ad', with the timeless slogan 'I’d Like to Buy the World a Coke' to the magical 'Holidays are coming' 'Christmas Truck' ad - these moments are woven into history and embody happiness and optimism.
The ad creative was developed by Ogilvy and Mather, with Mediacom handling the media planning and buying.
For further information please contact: Laura Misselbrook: firstname.lastname@example.org / 07785 318 946
Notes to Editors:
Coca-Cola Great Britain is responsible for marketing 21 brands and over 100 products to consumers across Great Britain, with a focus upon developing new brands and extending existing brands including
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