These Coca-Cola Cans Change as They Warm in the 'Coke Come Alive' Campaign

By: Cadhla Gray - Nov 2, 2015
References: twitter & brandchannel
In a marketing move to stir up excitement about the brand's drinks, Coca-Cola cans in Australia are changing color during summertime Down Under. With thermosensitive labels, these Coca-Cola cans and bottles change from iconic red to silver as they warm up.

This 'Coke Come Alive' campaign is geared at younger pop drinkers who are also encouraged to take pictures with these color-changing products and post them to social media. With the hashtag, "#COKEComeAlive," teens and Millennials post pictures with these products all over Twitter, extending the reach of the campaign even further.

By plastering outdoor advertisements in youth-centered areas, creating colorful high-energy commercials and hiring social media brand ambassadors, this marketing campaign perfectly utilizes all tools available to target young soft drink consumers.