Spectacular outdoor media has been chosen as the preferred medium for launching Coke light's exciting new Lemon variant to the South African market.
Developed in conjunction with creative house Lowe Bull, media buyers Starcom and leaders in the outdoor arena, Primedia, Coke light with Lemon flavour is being punted on billboards and bus shelters around the country.
To make Coke light with Lemon flavour stand out in a crowded media environment, innovations were introduced with the idea of wrapping the billboards in yellow bubble wrap, relaying the communication message of "lemon flavour in every bubble".
A "reveal" concept has been applied to all the billboards. As a teaser, creative is wrapped completely with yellow bubble wrap so that it is not visible for the first week of flighting. In the second week, the bubble wrap will be peeled off the billboards, revealing the creative execution beneath.
This will coincide with the flighting of the bus shelters, with similar executions, however this time placing a lemon wedge structure on the top of all the shelters.
In both cases, the use of the innovative bubble wrap covers, as well as the lemon wedges will draw attention to the communication and enhance the visual impact of the billboards and shelters. The campaign will run from October to December 2004.
The bus shelters identified cover main routes within the suburbs, while the billboards are located on freeways and national roads and capitalise on the large-scale impact of the medium.
According to Coke light brand manager, Vanessa Adams, outdoor was taken into consideration as many campaigns for the Lemon variant were launched successfully on a global scale using various outdoor mediums. The brand also needed to keep the medium visual in order to gain maximum awareness of the launch product.
Coca-Cola light with Lemon flavour became available in-store from 1 October 2004, packaged in 340ml cans that are parity priced to Coca-Cola light. A multi-serve pack (e.g. a two litre bottle) will be introduced at the beginning of next year.
