To celebrate the multidimensional nature of teens and the refreshing
feeling that only comes from a sip of an ice-cold Coke, the brand is
rolling out significant expansions and optimizations to “The AHH Effect”
in its second year, both online and off. The teen-focused effort will
build on its history of innovation with several marketing firsts for
Coca-Cola in interactive and broadcast media this coming year.
Launched as a socially and digitally-led program last April, the
campaign will continue to bring to life the feeling of happiness, uplift
and delicious refreshment people experience while drinking an ice-cold
Coke – “The AHH Effect” – found within the campaign’s 61 AHH.com URLs
(each experience with one more “H” in its URL).
Beginning this week, the campaign’s first dedicated television ad is
airing on teen-favorite networks, including Adult Swim, MTV and MTV2.
The 30-second “Feels Like AHH” spot is designed to recreate the feeling
of drinking a Coke through a fun montage-style music video highlighting
a collection of the interactive games, videos and GIFs found within
AHH.com.
A second television commercial, “This is AHH,” will premiere at the end
of April, and will be the first-ever spot produced by Coca-Cola to
exclusively feature user-generated content. The brand is inviting teens
to submit a short video clip showing what it feels like when they take a
sip of Coke – their own personal expression of AHH – at AHH.com/thisisAHH
or via social media using the hashtag #ThisisAHH. Submissions are being
collected until April 10. The entries that best illustrate that
indescribable feeling you get from a delicious sip of Coca-Cola will be
featured in the commercial.
“Our efforts to connect with teens through ‘The AHH Effect’ exceeded our
expectations in 2013. With digital still at the core, we’re now
expanding into real-world activations and TV as the next phase of its
evolution,” said Andy McMillin, Vice President, Coca-Cola Trademark,
Coca-Cola North America. “‘The AHH Effect’ will be everywhere teens will
be and we’re going to connect with them in ways that appeal to their
natural curiosity and love of fun, bite-sized content.”
Coca-Cola is joining forces with some of teens’ favorite online
celebrities to showcase all of its refreshing, energizing and fun
qualities on AHH.com and beyond. Content featuring viral dance sensation
Marquese Scott and YouTube stars Joe Penna, Kurt Hugo Schneider will
live fluidly on AHH.com and other teen-favorite destinations through
mobile, digital, connected TV consoles, search, TV, social and more.
AHH.com has been redesigned and features new experiences that follow the
same unique recipe of randomness, creativity and delight that caught
teens’ attention in the campaign’s first year. One of the most popular
experiences called “Cat
or Not” has transformed into the new “Laser
Cats,” which challenges users to keep a laser beam from an
ever-increasing herd of laser-hungry cats. Another, “Fortune
Cookie,” reminds teens that a refreshing sip of Coke makes you feel
like the luckiest person in the world with an endless supply of fortunes.
“Our mobile-friendly approach really resonated, but we believe it was
our willingness to try something new and speak to teens in their
language that’s the real success story here,” said Jennifer Healan,
Group Director, Integrated Marketing Content and Design, Coca-Cola North
America. “The content was at times quirky and light-hearted, but was
absolutely crucial to starting a dialogue. And we’re listening by adding
more levels and functionality to the games they love and constantly
introducing new content based on their suggestions.”
Offline, behind-the-label content featuring “AHH” moments will appear on
20-ounce Coca-Cola products and at partner locations like AMC Theatres,
7-Eleven, McDonalds, Domino’s Pizza, Simon Malls and Six Flags. Customer
experiences will drive fans to various “AHH” URLs and will introduce
“AHH” into new properties like Live Nation.
Coca-Cola worked with Wieden+Kennedy in Portland, Ore., to create the
campaign.
About The Coca-Cola Company
The
Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still brands.
Led by Coca-Cola®, one of the world's most valuable and
recognizable brands, our Company's portfolio features 17 billion-dollar
brands including Diet
Coke®, Fanta®, Sprite®,
Coca-Cola
Zero™, vitaminwater®, Powerade®, Minute
Maid®, Simply™, Georgia® and Del
Valle®. Globally, we are the No. 1 provider of sparkling
beverages, ready-to-drink coffees, and juices and juice drinks. Through
the world's largest beverage distribution system, consumers in more than
200 countries enjoy our beverages at
a rate of 1.9 billion servings a day. With an enduring commitment to
building sustainable communities, our Company is focused on initiatives
that reduce our environmental footprint, support active, healthy
living, create a safe, inclusive work environment for our
associates, and enhance the economic development of the communities
where we operate. Together with our bottling partners, we rank among the
world's top 10 private employers with more than 700,000 system
associates. For more information, visit Coca-Cola Journey
at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo,
visit our blog, Coca-Cola Unbottled,
at www.coca-colablog.com or
find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
Copyright Business Wire 2014