Coca-Cola Great Britain (CCGB) is celebrating the perfect combination of Coca-Cola and mealtimes with the launch of two new TVCs for 2012, featuring the MyCoke trilogy: Coca-Cola, Diet Coke and Coke Zero as part of an ongoing partnership with ITV1.
Breaking on 7th April, the two new spots under the ‘Open Happiness’ umbrella - ‘Soul Mates’ and ‘Family’ - carry the strap-line ‘Saturday Nights Taste Better with Coca-Cola and ITV1’. The ads which will debut during primetime Saturday night family entertainment on ITV1 as part of a renewed partnership with the television channel underscore that, with families increasingly physically disconnected, Coca-Cola has the ability to bring them closer together to share in happy moments around the dinner table.
‘Soul Mates’ and ‘Family’ both show a transformation taking place when families and friends sit down to enjoy meals with Coca-Cola. Busy cooking dinner in the ‘Family’ creative, a ‘Chef’ becomes ‘Mum’ when she puts refreshing bottles of Coca-Cola and Diet Coke on the table and – on returning from work - a ‘Manager’ becomes ‘Dad’ as he sits down to eat with his family. ‘Soul Mates’ too shows Coca-Cola bringing people closer at mealtimes, with ‘Flatmates’ becoming ‘Sisters’ when they open a Coca-Cola together.
Zoe Howorth, Market Activation Director for CCGB, explains: “Coca-Cola understands that, with families leading increasingly busy lifestyles, mealtimes provide an important opportunity for them to sit down and spend quality time together. The new, heart-warming and uplifting TVCs show how Coca-Cola can play a central role in offering families and friends the perfect chance to relax around the table and unwind together. As the destination for Saturday night TV, ITV1 and the ongoing partnership with Coca-Cola offers the perfect platform for Coca-Cola to engage with families, encouraging viewers to ‘Open Happiness’ at mealtimes.”
Mark Trinder, Sales Director, ITV said: “ We are really pleased that this innovative partnership continues to deliver for Coca-Cola and we are excited to be working with them once again to deliver a campaign which fits perfectly with ITV1’s entertainment packed Saturday night schedule.”
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Coca-Cola remains one of the most successful and innovative brands in the world today. On-going brand and product innovation continues to reinforce this position of leadership in the soft drinks category. In the latest 52 week period Coca-Cola trade mark has had a fantastic year with retail value sales growing by 7.5% to £614.5 million. The My Coke portfolio (which includes Coca-Cola, Diet Coke and Coca-Cola Zero) achieved sales of £1.073 billion in the last year, and growth of 6.8% in value and 3.2% in volume versus the previous year. Diet Coke sales stand at £469 million with value growth of 5.3% versus last year. Meanwhile, Coca-Cola Zero, which has been hailed as the biggest NPD launch in over 20 years, is now worth £63.3 million, and growth of 11.8% in value. (Nielsen Total Coverage 52 w.e 31.12.11) For more information about our Company in Great Britain, please visit our website at www.coca-cola.co.uk