Coca-Cola is calling upon its drinkers to spread their positivity energy, to promote its new energy drink.
Coca-Cola expanded its portfolio of drinks back in March when it released an energy drink version of its iconic cola drink, that features caffeine, guarana extracts, B vitamins and no taurine.
The multi-million-pound integrated campaign has kicked off with a flash mob in Piccadilly Circus taking place in front of the famous lights.
In line with the 'energy' focus of the campaign, a host of dancers surprised passers-by with an energetic routine while offering samples for them to try.
Led by Ogilvy, the campaign also took over the O2 arena during the bank holiday weekend.
Coca-Cola has partnered with Spotify as part of the campaign. Listeners on the music-stream platform will find an 'energy boosted' playlist.
The campaign is part of a wider pan-European campaign from Coca-Cola being rolled out across Europe this month.
Discussing the campaign launch, Walter Susini, Coca-Cola's western marketing director said: "The campaign celebrates what is at the heart of Coca-Cola – positivity and sharing special moments. The creative brings to life that feeling you get when you share that energy with those around you.
"Coca-Cola Energy is the latest example of how we’re continuing to innovate across the Coca-Cola trademark by bringing together the taste of Coca-Cola which people know and love with some of the characteristics of a traditional energy drink.
Media Agency: MediaCom
Creative Agency: Ogilvy
Experiential Agency: MKTG