Coca-Cola is releasing slimline 250ml cans across the MyCoke trilogy, Coca-Cola, Diet Coke and Coca-Cola Zero, as part of the company’s commitment to offer healthier soda choices.
Nissan is kicking off a new pan-European campaign under the “Urban Thrill Rides” tagline to promote the city car, a new Nissan Juke n-tec, available in European showrooms from March. The effort, developed by TBWAG1, writes a new charter in the “urban” narration, started by the brand years ago. It reveals the car’s adventurous personality and demonstrates how easily it integrates into the megalopolises’ life, ruled by high speed. The “Urban Thrill Rides” push is launching across more than 20 European countries starting April.
Converse has launched the European “Get Dirty” music series to give a stage to various indie music performers, including international artists and aspiring bands. The three-month tour, which kicked off in Paris on March 19, will make stops in London, Barcelona, Madrid, Berlin, Hamburg, Cologne, Vienna, Amsterdam, Antwerp and Milan. The project is inspired by the brand’s seasonal manifesto “Shoes Keep It Clean, Sneakers Get Dirty,” meaning that people who wear the legendary sneakers are not afraid of exploring new unpaved muddy roads. Converse has also released the “washed and faded” Chuck Taylor All Star Well Worn and 70s Chuck collections in line with the effort’s theme.
Red Bull, known for its deep connection with contemporary music, is launching an accelerator Red Bull Amplifier created to aspire musicians. The programme is open to the EU residents and doesn’t involve any financial support for the participants—rather, they get an access to the Red Bull’s global audience on social media channels and the brand’s properties. The brand handles this project in collaboration with incubator innovation consultancy Sidekick Studios.
IKEA’s real estate branch Inter Hospitality and Marriott International Inc. have partnered to provide European tourists with more affordable accommodations. The hotel chain is launching a new economy-class hotel brand, MOXY, which will be developed in collaboration with Inter IKEA Group, the parent company of the furniture and home goods manufacturer. Surprisingly enough, the hotels of 150 to 300 rooms each won’t be equipped with the IKEA furniture, still the company has provided “novel construction techniques to keep construction costs down,” according to The Wall Street Journal.
Marc Jacobs replaces Jean Paul Gaultier as the creative director of Diet Coke for 2013. The brand, which celebrates its 30th anniversary in Europe this year, has tapped the fashion designer to design the new packaging (“whimsical, feminine” as he confessed to WWD) for the diet version of the legendary drink and to handle the creative part of the brand’s promotions in 2013.
Nivea For Men is launching a new campaign to support its men’s lines in Northern European markets—the theme of the new promotion, developed by the CMW integrated creative agency, is bar tricks. There are many ways to win the attention and recognition of the people around you, and mastering plain, but impressive tricks can make the path to the glory to be even shorter.
Honda is launching a new European campaign dubbed “Decisions, Decisions” to promote its Civic model. The new advertising push, developed by Wieden & Kennedy London, is explaining that in some cases you don’t have to make the big decision and choose one thing from two important things—you just can have both, the problem is solved.