Agency: Mother London
In the first partnership of its kind for the brand, Coca-Cola Great Britain (CCGB) is bringing Coca-Cola to Saturday night meal times, as part of an exciting new collaboration with ITV1, under the strap line ‘Saturday night tastes better with Coca-Cola and ITV1’.
Celebrating the role of Coca-Cola in delivering enjoyment, refreshment and bringing families together at Saturday mealtime and ITV1 as the destination for Saturday night entertainment, the partnership will encompass a series of ads, aired exclusively on ITV1, and is further supported by radio, digital, outdoor, POS and on-pack activity.
The objective is to reinforce their collective role in bringing people together for a fun, enjoyable Saturday meal-time.
A series of spots aim to showcase family enjoyment and togetherness at Saturday meal-time, aligning the wider brand message of ‘Open Happiness’ with the ITV1 ethos, “The Brighter Side”.
The creative hopes to highlight Coca-Cola as an integral part of consumers’ weekend night dinners.
Emphasising the choice available across its portfolio, spanning 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, full of laughter, warmth and conversation – Open a Coke, Open Happiness.
Online amplification includes activity on the popular CCGB loyalty site Coke Zone.
Resonating with loyal consumers and engaging new users, visitors will be rewarded with rewards for Saturday evenings at home - from board games to XBox to DVD - and Saturday evening out of home - with restaurant, cinema vouchers and even cookery lessons.
Additionally, there will be retro themed merchandise, paying homage the brand's long-standing association with meal-time. Whilst on the airwaves, radio advertising will support the focus on family togetherness at the Saturday meal occasion, throughout the year.
In addition, outdoor sheets, created by McCann Erikson, will launch from April with a message that ‘Lunch tastes better with Coca-Cola’. Rolling out later in 2010, further support of the activation will be facilitated through point of sale and instore amplification.
“This is a great example of how ITV can work closely with its advertisers to develop exciting commercial opportunities to reach specific audiences,” said Group Commercial Sales Director, ITV, Gary Digby.
Cathryn Sleight, Marketing Director for CCGB added that the deal provided an innovative platform for us to talk about our three 'Coke' brands (Coca-Cola, diet Coke and Coca-Cola Zero).