Coca-Cola Great Britain is capturing the essence of summer with its new, multi-million pound campaign: ‘Yeah Yeah Yeah La La La’, which is part of its ‘Open Happiness’ platform.
This integrated campaign, launching mid-May, has a number of elements, including a TVC, digital, outdoor advertising, Piccadilly Sign sequence, on-pack promotion and ‘Coke Zone’ collateral, as well the limited edition ‘Selfridges Centenary’ original glass bottle.
Coca-Cola Great Britain’s summer campaign is centred around inspiring people to say yes to the opportunities that summer brings, and is set to hit screens with the new ad creative, ‘Yeah Yeah Yeah, La La La’. The ad, created by Mother London, features an exclusive track commissioned by Coca-Cola, which has been written and produced by electro superstar Calvin Harris.
The new 30- and 60-second spots go live in the UK on 31 May. The story unfolds on a summer morning, when a mysterious man pushes a large box into a park and up to the top of a hill. The man opens the box and it turns into a magical, summery organ with curious little creatures inside. He fits a chilled bottle of Coke to a plug on the side of the musical machine and hits a key on the keyboard as a drop falls into the creature’s mouths.
With each drop, the creatures are refreshed with ice-cold Coca-Cola and begin to sing ‘yeah yeah yeah’ and ‘la la la’ as a crowd of young people gather in a surreal and summery scene.
Calvin Harris was asked by Coca-Cola to create a track to accompany the ad, which captured the fun, happiness and optimism of summer, using the ‘Yeah Yeah Yeah, La La La’ phrase as inspiration.
Cathryn Sleight, marketing director for CCGB, said: “Much like hearing Holidays Are Coming at Christmas, with this campaign we’re looking to build anticipation and excitement throughout the summer. The upbeat track on the new ad depicts a summery sound that we hope will build positive feeling around the brand over the summer months.”
High-impact outdoor advertising, created by Mother and featuring characters from a magical summer world, will be unveiled nationwide on 6, 48 and 96 sheets. At the same time, an on-pack promotion directing traffic to ‘Coke Zone’ and offering every consumer a free music download as well as the chance to win money-can’t-buy prizes, is set to run for 12 weeks from June. A sequence on the Piccadilly Sign, which has been adapted from the TVC by Sedley Place – a first for CCGB – adds further weight to the activity.
© FoodBev Media Ltd 2020
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entry 11 September – enter now!