Coca-Cola has introduced colour-changing packaging that makes the products themselves ‘Come Alive’ with colour.
The temperature-controlled designs feature on most packaging variants, including 250ml cans, 390ml, 600ml, 1lt, 1.25lt PET, and 2lt and frozen cups. The packaging transforms with colour when it is chilled to the optimal temperature for drinking the beverage.
The new packaging is part of a multimillion dollar push over the summer, with a major national integrated campaign, and is an evolution of the award-winning #colouryoursummer campaign. Back this year will be image recognition technology, which will allow Australians to use their Coca-Cola products to unlock unique experiences. Consumers will be able take a snap of their Coke products, when they have come alive with colour, and win unique experiences, content and more. This year the image recognition technology will be able to recognise ‘Come Alive’ colour packs across the entire trademark – Coke, Diet Coke, Coke Zero and Coke Life, as well as recognise packs that feature in Coca-Cola’s campaign advertising.
A key pillar of the campaign strategy revolves around working with some of Australia’s biggest teen celebrities. For the second year running, Coke has an exclusive partnership with the Universal Music Brand Partnerships Division to identify and recruit a number of artists this summer, including Troye Sivan, Cody Simpson and Tigerlily. Their teen fans, thanks to Coca-Cola, will win access to a series of unique events and experiences over summer. The artists will also feature alongside other key teen influencers in the social media space to produce content and amplify the campaign across their channels.
High-impact outdoor advertising will drive campaign awareness, with strategically selected locations aligned to youth hotspots. There will also be a suite of Coke ‘Come Alive’ point-of-sale materials available in stores across the country, with youth-centric items enabling the brand to increase its connection to the market.