Coca-Cola calls upon drinkers to spread their positive energy in energy drink push

Coca-Cola Energy campaign at Piccadilly Circus

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 version of its staple cola drink comprising 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 streaming 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."

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