It’s AFL and NRL finals season 2014. There are adrenalin-igniting weeks ahead for rugby and Aussie rules players. Heady weeks ahead for rugby and Aussie rules fans. And exhilarating opportunities for marketers.
Kimberly-Clark has picked up the ball early, launching a footy print run of Viva paper towels into Woolworths.
The limited edition packaging design includes three footballs and a cheering crowd. There is a football design on the towel. The football finals season two-pack pack is exclusive to Woolworths and is supported by a Facebook competition giving consumers the chance to win a Footy Finals prize pack.
Coke Zero has jumped onto the playing field early too. It has launched footy-themed AFL and NRL 24 packs this week.
It has also added a new TVC to its Just Add Zero campaign, which plays on the idea that the 0 in Coke Zero acts as a multiplier when added to situations, so that Coke Zero “gives you more”.
The Coke Zero campaign is running for five weeks through September, with a $2.2 million investment across TV, out-of home proximity media, and digital. The outdoor campaign will carry an updated tag line, "Got a thirst for more".
“As the temperature warms up and Aussies countdown to the hottest time of the year, ‘Just Add Zero’ demonstrates how Coke Zero adds more to your day,” said Antoinette Tyrrell, marketing manager Coca-Cola South Pacific. The return of ‘Just Add Zero’ provides us with great opportunity to drive trial and awareness of Coke Zero and keep the brand at the top of the consideration list for Aussie beverage consumers.”
Since it launched seven months ago, ‘Just Add Zero’ has helped Coke Zero achieve a 7% growth in sales value in grocery for the brand. [Sales Value Source: Aztec Scan Grocery MAT 27/7/14 YTD]
