CAMPAIGN OF THE MONTH

Coca-Cola Amatil

We love this creative because it uses simple messaging to stand out and drive a strong call to action.

Firstly, on a visual level the creative is eye-catching. The product is centred and dominates the space, supported by large, bold, easy to read text and bold, contrasting colours. The colours not only work to highlight the images, but they complement the product, as the colour scheme syncs with the Coke bottle, creating flow and reinforcing the product identity.

Contrast is also used in the texture of the background to the same effect. From the velvety vanilla sea to the etched black background and surrounding bubbles, the contrasting texture shows how Vanilla Coke is not only chic and cool but also smooth and fresh in taste. This drives interest and creates an image appealing to its target audience.

A strong call to action is provoked through the words “NEW” and “LIMITED TIME ONLY” as this gives the perception the product is innovative and scarce, generating prompt desire, demand and drive to buy. Furthermore by showing the coke burst through the lid of the bottle, the product is made to look fun and works to incite a sensory response in the shopper the shopper will more likely remember.

Now who said simple messaging wasn’t effective?
No one.
Because it is.

Campaign of the Month