Agency: McCann Erickson
Coca-Cola Great Britain has launched another new campaign under the "Open Happiness" umbrella.
Spanning TV, radio and outdoor, the activity shines the spotlight on the choice available within the Coca-Cola family of Coca-Cola, Diet Coke and Coca-Cola Zero, as it celebrates the brands’ role in delivering "happiness, togetherness and optimism" at family occasions.
At the heart of the campaign is a renewed media partnership with ITV1, communicating that ‘Saturday Night Tastes Better with Coca-Cola and ITV1’. A TV ad will run during prime time slots every Saturday night until the end of the year.
Created by McCann Erickson, the 20 second spot is the first CCGB ad to use stop-frame animation.
Set to an uplifting soundtrack, the execution sees a family’s mealtime "transformed" - as they open and share Coca-Cola drinks, they "Open Happiness" and a vibrant scene unfolds before their eyes - cue the arrival of colourful butterflies, garden gnomes, green grass and daisies.
High impact outdoor six sheets are also a part of the campaign, spreading the "Meals Taste Better With Coca-Cola2 brand message.
A series of radio promotions will also air on Saturday nights.
Zoe Howorth, market activation director for CCGB, said, “We’re thrilled to be building on last year’s hugely successful partnership with ITV1 with our new campaign – the perfect platform to showcase our commitment to providing consumers with the choice of regular and zero sugar beverages"