Coca-Cola shares Life with remote New Zealand in new launch spot via Ogilvy New Zealand
To coincide with the launch of Coca-Cola Life in New Zealand, Coca-Cola South Pacific has revealed its TVC for the new brand via Ogilvy New Zealand.
Based on the locally created ‘Let Life Surprise You’ core creative, the new ad captures the reactions of the remote community of Otira as they become the first New Zealanders to get a taste of the new drink.
Rolling out today across TV, digital, cinema and mobile, the new TVC was shot in an unscripted, documentary style, to convey the genuine surprise and delight of Otira residents in being the first community in New Zealand to sample Coca-Cola Life, the newest product in the Coca-Cola family. Coca-Cola Life delivers the great taste you would expect from Coca-Cola with 35% less sugar and kilojoules, compared to Coca-Cola, achieved by combining sugar and the natural sweetness of stevia.
A small township on the South Island of New Zealand, Otira has only 87 residents. It is best known for the Otira tunnel and the Otira viaduct, both engineering feats and is also under constant risk of avalanches.
NZ band, The Babysitters Circus, have supplied the soundtrack for the TVC in the form of their best known song ‘Everythings Gonna Be Alright’, bringing the TVC to life musically.
Says Lisa Winn, Coca-Cola South Pacific marketing director: “With the launch of Coca-Cola Life, we want to intrigue, educate and engage consumers, and show that Coca-Cola will travel near and far to ensure our products are available for everyone. Playing on our locally-created ‘Let Life Surprise You’ concept, we chose to go somewhere New Zealanders would least expect us.
“The residents of Otira were definitely surprised to see us, and their reactions to the product were fantastic, and we’re excited to see that replicated as we bring Coca-Cola Life to the rest of the country.”
Coca-Cola Life is the first major brand from Coca-Cola in New Zealand to combine sugar and the natural sweetness of stevia, demonstrating the company’s innovation and drive to remain New Zealand’s favourite soft drink brand. Coca-Cola Life has been developed in response to consumer demand to shake up the category, and brings all the refreshment and taste of Coca-Cola, but with 35% less sugar and kilojoules, compared to Coca-Cola.
In 2013, Coca-Cola made a commitment to offer lower kilojoule options including making stevia sweetened beverages more available to consumers, and the launch of Coca-Cola Life is another step in fulfilling this commitment.
Creative: Ogilvy New Zealand
Media: Ikon
Consumer PR: Rocket
Trade PR: FCB
Experiential & Sampling: Uno Loco
POS: Passport
6 Comments
Hello Ogilvy,
Me again, I’ve still had no word from anyone regarding the spare car park you might still have available – the one your previous few ECDs have used. I’ve noticed it’s still available – it’s a well positioned space with great access to the motorway and St Lukes.
I have a very motivated client at TAB NZ. Due to increased activity in the online betting industry (CWC and RWC year) they are in desperate need of this space.
Can someone please get back to me
BTW – really enjoying the Coke Life idea you guys had.
Ogilvy have done it again.
Another golden moment from the fine comedy writers at Ogilvy.
Do we get credit for our idea?? Or are you happy with a middle mans credit?
Embarrassing.
I wonder though, how much of this was the agency and how much was the client just recycling last years campaign from some hipster part of Europe?
Otira is essentially a street of houses off a fairly busy highway in the alps containing about 70 residents, 65 of whom can barely afford to get out of bed and about half of Maori descent. It gets about 2 hours of sun per day being in a valley and the only reason you live in this hell hole is nobody will park a hotwireable car with a full tank of gas on the street. Or you are one of 5 people who work in the hotel and post shop.
This seems like a fabrication. If you needed to show sheltered, showered, presentable, white folk, Stewart Island would’ve yielded a more genuine result.