SIMPLE
Create an impactful launch moment for Coca-Cola’s brand new lower sugar alternative – Coca-Cola Life – engaging GB media and consumers.
CREATIVE
We signed model and actress Rosie Huntington-Whiteley as the face of Coca-Cola Life in the UK and created an impactful media and consumer launch activation, establishing the new product with credibility and impact.
A pop-up destination on Mayfair’s exclusive South Molton Street showcased Coca-Cola Life’s brand identity and provided consumers with a chance to win ‘Coca-Cola Life moments’. The space also provided a compelling backdrop for a photocall and private media event with Rosie, generating widespread coverage and landing key messages for both the brand and the product.
To deliver a second wave of exposure, we worked with fashion photographer Matt Irwin to create beautiful campaign images of Rosie with the new product to accompany a media interview schedule with key fashion and lifestyle titles.
IMPACT
1.3 MILLION+
Global coverage impressions
78
Pieces of UK-only coverage
2
High impact media moments creating a sustained approach- main launch event followed by release of campaign imagery
2,000+
Consumers visited the installation and participated in the competition over a two day period