Coca-Cola set to target Saturday night audience with renewed ITV deal

Coca-Cola Great Britain (CCGB) is to promote its three Cola products through a new campaign entitled ‘Open Happiness’.

Promoting Coca-Cola, Diet Coke and Coca-Cola Zero, the campaign aims to celebrate the brands’ role in delivering happiness, togetherness and optimism at family occassions and will run across TV, radio and outdoor.

As part of the campaign, Coca-Cola has renewed a media partnership with ITV1 where the channel will communications that ‘Saturday Night Tastes Better with Coca-Cola and ITV1’.

Zoe Howorth, market activation director for CCGB comments: “We’re thrilled to be building on last year’s hugely successful partnership with ITV1 with our new campaign – the perfect platform to showcase our commitment to providing consumers with the choice of regular and zero sugar beverages. Celebrating the role of the Coca-Cola family at mealtimes, the activity showcases the brands as an enhancer of happiness, helping to bring families together to share precious moments.”

Created by McCann Erickson, this will be the second year running that a TV campaign will run for Saturday Night audiences, through until the end of the year. High impact outdoor six sheets will support the advert, while radio promotions on Saturday night will target mums.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.