COCA-COLA Australia has launched a two-month marketing campaign for its first new flavour since the creation of Diet Coke, Vanilla Coke, tagged, �Reward your curiosity�.
The campaign launched with a sampling teaser at the AFLGrand Final at the MCG on September 28 and has been followed up with activity at the Coca-Cola-sponsored M-One concerts.
A major above-the-line campaign will launch on October 13 with TV and radio ads running nationally on all networks. The TVCs will comprise two executions and feature Hollywood actor Chazz Palminteri (The Usual Suspects).
Vanilla Coke�which Coke is hailing as �the greatest innovation since Diet Coke in 1983��is the first time the brand �Coke� has appeared in the traditional Spencerian script font on any Coca-Cola product.
Major below-the-line activity has included touring �Chill Out Lounge� trucks, which are fitted out with lounges and an endless supply of Vanilla Coke, and limousines, which are positioned �wherever 18�29 year-olds hang out�.
