Coca-Cola /
Matthew Williamson Collaboration
With a goal of elevating the iconic Coca-Cola glass contour bottle back into the consumer and trade mindset we set about getting it back to where it should be, with great success.
Coca-Cola is one of the most globally recognised brands. Exposure was briefed to develop a campaign to support the jewel in their crown, the original glass bottle, with the objective of combating the loss of noise and distribution in the top end of the media and trade.
Our solution was to create an ambassador to help resolve the trend away from carbonated drinks within the luxury sector and create a re-appraisal, enhancing it’s contemporary appeal.
We enlisted Matthew Williamson as our partner due to his universal appeal and his credible link for style bars. His seasoned colour palette reflected Coca-Cola’s summer time brand theme, and he was active in a number of high profile events from which the brand could benefit.
The strategy’s concept saw Williamson use the bottle as a blank canvas to produce three different colour designs. We used limited edition stock to secure two prime site window displays in Selfridges with the product sold for a limited time throughout the store. In addition to a product placement campaign at 125 key media and celebrity events, we also secured eye level display and distribution in 30 of the UK’s 50 ultra-premium style bars and members clubs.
A total of £1 million plus of media coverage was secured over the two campaigns. The results of our campaign stretched further than a complete sell out in Selfridges in just 10 days with acclaim being bespoken on us by GQ, Vogue and The Sunday Times Style magazine who heralded it as, “the real designer drink”.
Year of the Tiger
Our integrated campaign for Tiger Beer is now live! Chinese New Year in February ushers in the Year of the Tiger in the Chinese calendar. The campaign uses this as a hook and challenges consumers to ‘discover the secrets of the Year of the Tiger’.
We’ve employed strategies targeting Tiger’s core audience of men aged between 18 and 34 as well as the Asian restaurant and wholesale sector, including above-the-line advertising, experiential, digital and promotional activity. The campaign is both national and regional with a programme of events taking place in Chinatowns across the UK.
In partnership with Dazed and Confused magazine, we’ve created a Tiger Beer guide to Chinese New Year showcasing the best of the UK’s Chinatowns. The guide will be published as a supplement in the magazine (out 21st Janurary) and hosted in an extended format online, with the campaign microsite – www.tigerbeer.co.uk/yearofthetiger which launched on Friday. There’s also an iPhone app available for download from the App Store that features a game based on Chinese New Year and a bar locator which uses augmented reality to guide consumers to the nearest and best Tiger Beer outlets.
Jason Wills, senior brand manager, Tiger Beer, says: “Exposure has created a campaign that embraces the Chinese Year of the Tiger and provides a platform to talk to consumers about Tiger’s heritage and authenticity. It’s a great way of getting them involved in the burgeoning contemporary Chinese cultural scene in the UK.”
Check out the new campaign and all the events on offer during the Chinese New Year period at www.tigerbeer.co.uk/yearofthetiger