Brief

A new campaign for Lilt will break through McCann-Erickson on June 5 as part of a claimed 10m marketing spend to extend the appeal of the brand beyond the summer months. Lilt brand owner Coca-Cola says the core campaign idea involves presenting Lilt as the brand which allows the drinker to achieve ‘a mental “time-out”, a moment of clarity that consumers will grow to understand as the moment of inspiration or Lilt moment’. The new end-line for the campaign is: ‘A taste of the tropical? Totally.’ The advertisement shows a couple transforming the sinking of their boat into an opportunity to provide diving tours to the wreck.