Coco-Cola Goes Crazy for Harris!

Now it’s not very often a fantastic TV ad has the opportunity to make a comeback and bless our screens for a second time, but fortunately Coco-Cola have decided to bring back the ‘Yeah yeah yeah, La la la’ TV ad featuring DJ Calvin Harris. What I love about this ad is how Mother, the creative agency, have injected some much happiness and colour into the creative. The slogan ‘Open Happiness’ fits brilliantly with the look and feel of the marketing activity. I can’t help but feel uplifted and carefree listening to the cheerful music and watching the bright scenery. I also like the cleverly designed machine! The ad is perfect for summer – which conveniently brings me on to their reason for bringing back the ad. So why?

Why bring the ad back?
Coco-Cola initially used the ad as part of their £50m European marketing plan in summer 2009.  After hitting our screens last year Coke have decided to use the ad to promote an on-pack summer promotion. The promotion claims to give away free gig tickets every hour during August 2010. Coco-Cola fans can also enter the hourly prize draw online via the Coke Zone website: www.cokezone.co.uk to win even more prizes! I love how Coco-Cola have been able to effectively reuse their ad material to strengthen their brand’s messages as well as capture a sense of history with the consumer, which they can share together. The new promotion is using a lot of online activity which is encouraging greater engagement with the brand too.

 Why not watch the ad for yourself and see what you think:

 

I hope everyone is having a wonderful summer !

Author: Kar

Dr. Kar works in the interface of digital transformation and data science for business management domains. Professionally a professor (IIT, IIM) and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a Regular Contributor of Business Fundas and a blogging addict. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.