Coca-Cola elicits oohs and aahs with the launch of an enigmatic soda brand

Never before attempted flavor mashups such as lychee and yogurt, as well as lemon and salt, are promised for the adventurous concoctions, each revealed with bombastic cinematic fanfare, employing well-worn movie tropes to launch the drink with an outsize presence right out of the gate.

Ogilvy Singapore was brought on board to bring the drink to life, choosing a sound of exclamation, “OOOOHAAAA!” to break through to consumers who are unaware or otherwise disinterested in the product.

Embodying the sensation of tasting the drink for the thirst time the idiosyncratic brand campaign comprises a series of short films featuring an array of wacky characters including pink ninjas, thirsty gibbons and owl cowboys.

Horror

Owl Boy

The meme-ready campaign sees Coca-Cola reach out to soda drinkers for whom cola is no longer enough.