Coca-Cola South Pacific has launched Appletiser’s ‘Bubbles Done Differently’ brand campaign via Tongue Agency, aimed at enhancing the association between the sparkling apple soft drink and Christmas celebrations.
With the festive season synonymous for celebratory ‘bubbles’, the campaign seeks to position Appletiser as the best non-alcoholic drink for the holiday period.
The brand will launch a major integrated marketing campaign targeting female grocery buyers, encouraging them to ‘bring out the other bubbles’ during the Christmas season. Central to this will be a major Westfield partnership, running throughout shopping centres across the country, which will see big impact and strategically placed digital screens sparkling like never before with dazzling displays that bring Appletiser’s famous sparkles to life. This will be supported by disruptive point of sale advertising, designed to elevate purchase consideration in major grocery retailers. Westfield Bondi Junction will also host four days of dedicated sampling activity, which kicks off this Thursday, 19 November.
In the digital landscape, partnerships with Mamamia Women’s Network, Bauer Media and Apple will seek to reach women across key interest areas such as fashion, food and beauty, in addition to targeting new mums. Across owned social and online channels, messaging will focus on encouraging consumers to enjoy Appletiser for their next at-home celebration by providing tips on how to be the ‘hostess with the mostest’. This activity will be supported by an influencer program featuring credible personalities in the food and lifestyle space, offering an authentic voice to engage with the brand’s target audience.
Says Aoife Bambrick, brand manager, Appletiser: “The ‘Bubbles Done Differently’ campaign is a nod to Appletiser’s premium positioning and is aimed at showcasing the brand as the perfect addition to festive celebrations with family and friends. We want to inspire consumers to think about their non-alcoholic choices as they plan their parties and consider how Appletiser can play a role as the other bubbles option for the occasion.”