The campaign is set to begin rolling out around the world over the next several weeks, leading up to the film’s worldwide release this December.
Leveraging the brand thematic ‘Make it Possible,’ the Coke Zero team has developed a fully integrated marketing programme, including TV spots, in cinema advertising, product packaging and digital activation utilising custom assets from the movie.
As part of the campaign, Coke Zero consumers in key markets across the globe, including the US, Japan, Europe, Latin America, and the Middle East, will be privy to exclusive content and interactive experiences centred around the intriguing world of Mission: Impossible-Ghost Protocol, the company said.
Chip York, worldwide entertainment MD, The Coca-Cola Company, said: “The Mission: Impossible franchise is a cultural phenomenon built on the premise that even seemingly insurmountable challenges can be met when approached from a place of passion and drive. This is in line with the values of the Coke Zero brand, and we are excited to contribute to the energy around the release of this highly anticipated film by giving fans the opportunity to engage with Mission: Impossible-Ghost Protocol through a unique digital programme.”
In addition to the promotional campaign, Coke Zero markets around the world are utilising on-pack graphics and packaging themed to the film. Retail display materials incorporate imagery from the movie, including the iconic Mission: Impossible fuse, secret codes and exterior of the Burj Khalifa skyscraper, the world’s tallest building in Dubai, which served as the location for a key stunt sequence in the film.
For a key pillar of the programme, the Coke Zero team has collaborated with Paramount Pictures to create a co-branded TV and cinema spot promoting the partnership, featuring what is sure to be one of the most iconic scenes in the film, the company said.
Source: The Coca-Cola Company
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