Marketing campaign: Coca-Cola SpicedCompanies: Coca-Cola Company companions: Zeno Group (earned media); WPP OpenX(artistic); Cartwright (artistic); Ogilvy & Mather (world public relations); Momentum Worldwide (experiential occasion company); Essence Mediacom (paid media and partnerships); United Expertise Company (expertise sourcing and contracting)Period: February 6—April 30 2024
Typically you have to spice issues up a bit.
That’s what Coca-Cola determined to do by, for the primary time in additional than three years, including a brand new Coke taste to its North American portfolio: Coca-Cola Spiced or Coke Spiced.
“We all know that buyers are extra prepared to experiment with and categorical themselves via distinctive flavors that spark curiosity and intrigue—and Coca-Cola Spiced addresses precisely that,” Aly Hite, director of name, sports activities and strategic partnerships for Coca-Cola Firm North America, mentioned through e-mail to PRWeek, Marketing campaign’s sister website.
Technique
To advertise the brand new product, the beverage firm staged a pair of occasions: Actual Magic Uncapped for press and The Spiced Store for media and customers. The model additionally labored with actress Storm Reid.
Ways
Actual Magic Uncapped featured a panel dialogue with Coca-Cola executives; samples of Coke Spiced and different new merchandise like a zero-sugar variation of the drink and Coke Zero Sugar; and areas with TVs, picture alternatives and interactive actions.
“The Actual Magic Uncapped press occasion in New York was created to streamline storytelling and current a cohesive narrative on Coca-Cola’s Q1 innovation pipeline and our 2024 development story,” Hite mentioned. “We needed to create an all-encompassing occasion the place media may obtain vital details about a few of our product and advertising improvements, together with the technique and insights from the angle of our management.”
Reid, who gained an Emmy Award for her position in The Final of Us, additionally attended the occasion.
“Storm Reid shouldn’t be solely an Emmy-winning actress but in addition an immensely proficient producer, entrepreneur and multi-hyphenate whose uplifting vibe was the proper match for Coca-Cola Spiced,” Hite mentioned.
On Instagram and TikTok, Reid shared movies about her expertise on the store.
@stormreid My tackle the brand new Coca-Cola Spiced taste? This large artwork set up! In partnership with @Coca-Cola I used an Al-powered style expertise to create a visible world of my expression of the brand new taste, and it turned the facade of the Coca-Cola #SpicedShop in NYC! ❣️ Coca-Cola Spiced is in shops now. Style it for your self and categorical your tackle the flavour on spicedshop.com! #spicedshop ♬ unique sound – Storm Reid
On the area, Reid engaged with expertise to create “an expression of the Coca-Cola Spiced taste” utilizing “a whole lot of creativeness and a bit of AI,” she mentioned. “Now it’s your flip. How will it style to you? Seize a Coca-Cola Spiced at a retailer close to you and discover out.”
Elsewhere on social media, the model continued to advertise the concept that the beverage was not simply one thing you drank however fairly a product that produced a full-body expertise.
In an Instagram reel, a lady with purple hair sits on a park bench and takes a sip from a can. The video then zooms in on an eye fixed with the pupil swirling like a mystical orb.
Outcomes
The marketing campaign obtained protection from Individuals; Meals Community; USA As we speak; the Related Press; and CNN.
The model’s Coke Spiced posts generated greater than 500,000 likes on Instagram. A pair of the model’s TikTok movies generated greater than 59,000 likes.
Reid’s movies obtained greater than 2.9 million views on Instagram and greater than 1 million views on TikTok.
