Brand research indicates that once consumers experience the world of Coca-Cola at their fingertips, they are amazed at the technology and often view the machine’s ability to hold so many options as “magic”. The new campaign by 360i and Coca-Cola Freestyle launches along with a new tagline, “100+ Choices. Discover a World to Pour” and website re-design. The campaign includes social and mobile creative as well as a hero film that uses unique, surprising visual techniques to bring the consumer on a journey to showcase that the entire world of Coca-Cola exists in one machine.
The media supporting the campaign targets millennials and those that think like them to capitalize on their affinity for trying new things. 360i also partnered with Foursquare and Thinknear on mobile ads aiming to increase location awareness for Coca-Cola Freestyle. These ads use location based targeting to intercept consumers who are near a machine and use a co-branded message to drive awareness and trial at the point of purchase.
In all, the campaign artistically shifts Coca-Cola Freestyle brand positioning from a message of personalization to a more intrinsic positioning of access to 100+ drink choices. Watch the film here and find a Coca-Cola Freestyle near you.