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Saturday 26 July 2025

Partaz un coca-cola ek : When advertising celebrates sharing and friendship

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Back after 10 years with an even more diverse and powerful device, The Coca-Cola EK Coca-Cola campaign makes an ode again to friendship and sharing in the Reunion air of this end of semester. What rejoice those who had already known it and remember it, and delight generation Z, who discovers her.

Au Carrefour Grand Large, The specific Coca-Cola space listed on the wall the first names of all the store staff.

It is in all the languages of the earth that his return makes, In these months of April, May and June, The emblematic global campaign of Coca-Cola, which made a sensation in 2015. She didn't have a wrinkle, and, in Reunion as elsewhere, It is the turn of the generation of social networks to respond present. Operationally, The device set up by Coca-Cola Mauritius, which represents The Coca-Cola Company in the area, and Brass Brasseries, which manufactures and distributes the range of bottles locally, made this campaign a new success. Its resolutely local accent comes from the use of Creole and more than 400 names of the meeting appearing on the 50 cl bottles and the Coca-Cola 33 cl cans. These are the most worn names, All ages combined, and the most given names since 2000 on the island, Or 289 first names ! In addition, 150 first names from metropolis on the aluminum cans which, they, are imported. For the young, It is the almost certain possibility of finding bottles with the names of their friends(e)s, of their parents, even their grandparents ! "My family", "My dacons", « Ma team », etc. : 29 mobilizing formulas, On the large bottles of 1,5 L, Complete the operation, giving it an even more family and collective scope.

Three months of production
In total, These are 5 million labels, 3 million small bottles and 2 million large bottles that are affected, Between mid-April and mid-July, or three months of production. Exceptional activation encourages and facilitates throughout the month of May, heart of the advertising campaign, The search for Coca-Cola personalized bottles. In stores, Specific spaces are equipped with shelves and bins to search. Better : in commercial galleries and on various events, A stand imitating Sodas Automatic Distributors delivers a free Coca-Cola can in the name of its choice against the purchase of three large bottles of 1,5 L. Let's reveal the secret : It is an operator hidden behind the decor which prints the complement of the red label comprising the name requested. This animation goes around the island's shopping centers, And she stopped at the arrival of the ultra-trail of the giants, at La Redoute, and the following week, at the Cap Lobrier, At the Reunion Adventure Film Festival.

Life in red
Impressive, The advertising campaign revives in Creole and French a call for sharing and friendship welcome in these rather gloomy times. Three hundred posters in 4×3 and 300 faces in 2 m2 “lollipops” format declined the message on six visuals. The bright red of the countryside cannot be missed, neither, On buses of eight public transport lines, two per region, most frequented, who circulate it. Bow a Coca-Cola EK is also broadcast on interior advertising screens networks, In Olae service stations and in shopping centers. Digital, national press and TV movie gave even more force to this deployment.

The advertising campaign has circulated on the eight main public transport lines.

Coca-Cola is rhyme in the world with room
"This campaign says not only to drink Coca-Cola, She wants to make you want to share it with the people we love, Thanks to bottles to their first names. It encourages to create and multiply moments of sharing. We wanted to give him a Reunional value, Because sharing is in Creole culture. We have adapted the world concept to today's meeting ", explains Aline Péquin, Bourbon Brassies Marketing Director.

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