Coke spends up on print and digital

Coca-Cola South Pacific is set to launch a multimillion-dollar, multiplatform advertising campaign for its new Coca-Cola Life soft drink, which includes a significant purchase of space in News Corp Australia mastheads.

Coca-Cola’s campaign across television, cinema, out-of-home platforms, digital and PR aims to sell what the company says is its healthy alternative to regular Coke.

One of Coca-Cola South Pacific's advertorials

One of Coca-Cola South Pacific’s advertorials

According to the organisation, Coke Life has less sugar content and is also sweetened with stevia.

The print campaign, which is built around the tagline “Let Life Surprise You”, will run across News Corp Australia properties, including digital and mobile platforms.

Starting this Saturday, the first week of the campaign will see single-page branded content and full-page advertisements for Coca-Cola Life run across magazine inserts for a three-week period.

In the second week, another single-page of branded content will be run, and in the third week, a double-page spread with a strip ad will appear.

The Adelaide Magazine in the Saturday Adelaide Advertiser, the Q Weekend Magazine in the Saturday Courier Mail, the STM Magazine in Perth’s Sunday Times and the Sunday Magazine in the Sunday Herald Sun and Sunday Telegraph will all feature the native content and brand advertisements.

One of the native ads has a travel theme, spruiking “surprising” destination ideas. Another takes the form of an interview with swimwear executive Jane Hayes, who moved from a career in publishing to founding the ACQUA swimwear label – again built around the theme of “surprise”.

Digital ads will also appear across the newspapers’ individual websites, and mobile portals.

Purchasing was by Coca-Cola South Pacific’s media agency UM.

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