Diet Coke is showing Australian women a number of great ways to burn the one calorie they get by consuming two 200 ml serving of the drink (each of them has 0.5 calorie). On the heels of a hugely successful ‘Share a Coke’ campaign launched in fall to help people reconnect with their friends by personalizing cans and sharing virtual versions of the packaging (it’s still running), the Diet Coke brand is rolling out a new promotion entitled ‘One Calorie Burnt in a Moment’ targeted at women.
Australia
Virgin Mobile Australia has rolled out a Christmas marketing campaign celebrating the beginning of summer season in Australia with the bikes giveaway. ‘A Fair Ride For All’ initiative is a real off-line game of hiding bikes in secret locations in Sydney, Melbourne, Adelaide, Perth and Brisbane each day and releasing clues on where to find them at FairRide.com.au.
Brands use a plethora of ways to tell the world that they support sustainable practice and manufacture their products with nature in mind. They launch related campaigns, team up with global environmental organizations and release specifically certified products. Promoting the ecological philosophy around the globe, some brands are also targeting youngsters as consumers of tomorrow. PUMA has recently unveiled its new mascot Marmo and released a book about marine life featuring the red creature, and following the sportswear brand, Kimberly-Clark’s Kleenex Cottonelle is also presenting a new children’s book dedicated to the theme of saving orangutans.
Carbonated drink brands put male into focus this fall—a few weeks ago, Dr Pepper rolled out its Ten version for machos across the U.S., and now Pepsi MAX, another brand targeting male consumers, is stepping out with the new marketing activity revolving around male friendship. For the new digital campaign dubbed Top Mates, which has been launched on Facebook, the brand teamed up with advertising agency Clemenger BBDO Sydney. The promotion, which is supported by TV and radio elements across the country as reported by www.bandit.com.au, will be running for a month, but the brand is going to continue using this idea for further fan engagement.
Greenpeace is known for taking bold and extravagant actions to protect environment and help jumpstart the conversation about ecological dangers, but this organization is not the only one to persuade people to take actions for the planet protection. Australian Red Cross has teamed up with Belgiovane Williams Mackay (BWM) Sydney and digital agency Pollen to launch a social campaign Target Nucler Weapons aiming primarily at younger generation—the aim of this initiative is to start conversation about the legitimacy of the use of nuclear weapon and get more supporters to raise awareness of the devastating consequences of this weapon of massive destruction and advocate for banning it.
MTV to Kick off the Local Produce Program to Support Emerging Artists from Australia and New Zealand
Non-music global brands primarily oriented at younger generation, such as Levi’s or Coca-Cola, often launch music-related projects to engage its cans and support younger talents in the field of music, which means a lot to teens and young adults. For example, Converse has launched its Rubber Tracks studio to provide emerging artists with an opportunity to record their tracks in a professional studio, and the red soft drink giant offered its fans a chance to help Maroon5 create a new song. If consumer brands do so much to support emerging musicians and songwriting talents, youth entertainment labels should go even further (or at least, be at the same level). And they do. MTV, the youth’s favourite music channel across the globe, launches its new program dubbed Local Produce to support local artists in Australia and New Zealand.
Live your life to the fullest, live your life fast. According to the Maya predictions, the world will come to the end in 2012 and we have just one year to experience all the outrageous things that are not on the list of things we usually do. Lynx (AXE) has launched a campaign, developed Droga5 and dubbed Lynx Fast Life in Australia to inspire people across the country and on other continents as well to take a risk and try something new in your life—at least, digitally.