MARKETING: NEWS

Coke launches Three-Cola plan

Coca-Cola Enterprises has announced plans to support its “three-cola strategy” with an integrated marketing campaign.

Following the launch of Coca-Cola Zero last year, a new campaign this March will reinforce its positioning as “bloke coke”, supported by a sampling campaign intended to reach 5 million 20-35 year-old males.

Diet Coke will directly target female consumers via a multi-million pound campaign, which will see the return of the famous “Diet Coke Break”. The brand will also sponsor a new ITV2 programme called WAGs Boutique. A limited-edition Diet Coke Citrus Zest will also be available from February.

“The Coke Side of Life” creative platform will continue to promote the original Coca-Cola brand, supported by an on-pack football promotion.

Coca-Cola’s sports drink brand, Powerade is being repositioned and repackaged this year to appeal to a wider consumer base. A Try Me Free promotion on 2.5m packs will give consumers the opportunity to sample the product, and will be supported by television and radio coverage.

Spitfire sees the funny side

Shepherd Neame managed to see the funny side of England’s Ashes humiliation with a series of cricket-based adverts for the Spitfire Premium Kentish Ale brand that sought to keep the nation smiling in spite of the calamity played on the pitch.

The campaign continues the Spitfire tradition for wartime references. It also marks the latest association between the brand and a major sporting event – previously it has used The Grand National, The Boat Race, London Marathon and The World Cup as platforms to promote the brand.

Irn-Bru goes walking in the air

Leading Scottish soft-drinks brand Irn Bru hijacked one of the most celebrated festive films, Raymond Briggs’ The Snowman, to create a highly successful and irreverent advert over the Christmas season.

Reflecting the tongue-in-cheek comedy for which the brand is renowned, the 60-second ad tells the story of a young Scottish boy and a snowman that comes to life.

The sketched animation is very similar to the classic film and the choral soundtrack is evocative of Aled Jones’ original, though slightly more comical. As the snowman takes his young charge on a magical flight around some of Scotland’s most famous landmarks, the boy sips a can of Irn Bru. When he refuses to share the beverage the snowman grabs the can … and drops the boy.

Produced by Sherbert Ltd and The Leith Agency, this is the first seasonal ad in the brand’s history, and the first minute-long ad in a decade. Media and production investment totalled over £250,000.

“We wanted to celebrate in true phenomenal Irn-Bru style, bringing the magical, feelgood factor of Christmas together with our maverick sense of humour,” says AG Barr commercial director Jonathan Kemp.

Two new platforms for Highland Spring

Highland Spring is in the midst of a major promotional drive, having recently undertaken two major new initiatives. The mineral water brand has made a long-term million-pound commitment to snooker as well as investing heavily in high-profile signature sponsorship of the British Comedy Awards.

The snooker deal takes the form of personal sponsorship of 15 of the biggest names in the game, including Stephen Hendry, Ken Doherty and Ronnie O’Sullivan – it represents the biggest single marketing investment in Highland Spring’s history. The Comedy Awards on December 13 enabled the brand to reach 10 million consumers, complementing the brand’s sponsorship of the British Soap Awards and the National Television Awards.

Other news

Argento is working with The Drinks Sampling Company to develop a comprehensive consumer tasting campaign for its flagship wine range. The strategy is being rolled out at London Victoria, Leeds and Manchester stations, and is expected to reach 500,000 consumers.

Sagatiba will reach a significant audience having signed a deal to air a promotional film, The Pure Spirit of Brazil, three times on the CNBC network. The 45-minute film celebrates the diversity and passion of Brazilian life, and includes very subtle branding messages. It was produced by O2 Filmes, which created box-office hit City of God, and is narrated by Brazilian superstar Seu George.

Heineken is reinforcing its cool credentials with a new on-trade campaign. New fonts are being rolled out to all outlets, bearing the strapline “Always Perfectly Chilled”. The company explains that the objective is to emphasise the optimum drinking temperature – seemingly a riposte to the current trend towards chilled products. The new font will be supported with various additional POS materials.

McGuigan Simeon Wines has announced plans to invest over £100,000 in a series of initiatives to support the McGuigan Gold range. The campaign will run instore at multiple retailers alongside next summer’s Rugby World Cup. It is hoped that the strategy will contribute to continued growth for the brand, which increased UK sales by 420% last year.

© db January2007