The campaign has the two-fold aim of celebrating the role of Coca-Cola in delivering enjoyment, refreshment and bringing families together at Saturday mealtime and of promoting ITV1 as the destination for Saturday night entertainment.
The partnership will take in a series of ads to be aired exclusively on ITV1 and devised by McCann Erickson. Further support includes radio, digital, outdoor, point-of-sale and on-pack activity.
The campaign launches on Saturday (3 April) with a series of spots aligning Coca-Cola’s wider brand message of “Open Happiness” with the ITV1’s ad positioning of “The Brighter Side”.
The advertising highlights Coca-Cola as an integral part of consumers’ weekend dinners and emphasises the choice available across its portfolio, from Coca-Cola and sugar free variants Diet Coke and Coca-Cola Zero.
The ads celebrate traditional family get-togethers, with the first execution depicting a family meal occasion.
Online activity takes in the CCGB loyalty site Coke Zone. Visitors will receive rewards to enjoy either at home or out on a Saturday night.
The outdoor campaign carries the message that “Lunch tastes better with Coca-Cola.”
The annual Britvic Soft Drinks Report has just shown that Coca-Cola upped its value 4% in 2009 to £1,018m.
Cathryn Sleight, marketing director for CCGB explains: “Our alignment with ITV1 celebrates our brands’ shared vision, bringing together Coca-Cola as a beacon of happiness, alongside ITV1 as the destination for Saturday night entertainment. We are also delighted that this program will provide an innovative platform for us to talk about our three ’Coke’ brands (Coca-Cola, diet Coke and Coca-Cola Zero) and enables us to demonstrate our commitment to providing consumers with a choice of regular and zero sugar beverages that is right for them and their lifestyles”.