Coca-Cola South Africa is back with another exciting summer campaign that brings to life South Africans’ unique creativity and celebrates the young creative contributors who are trailblazing for their peers and country. Coca-Cola has launched a first-of-its-kind interactive Summer campaign aimed at local Centennials, who are affectionately known as AMA 2000.
This summer Coca-Cola wants to provide a platform that gives AMA 2000 the opportunity to unlock refreshment with their friends whilst enjoying their favourite, refreshing Coca-Cola, including No Sugar or Original Taste. The brand is bringing a jam-packed campaign tailored to bring a vibe wherever they are to give them their best summer yet.
Coca-Cola’s new summer campaign is aimed at South African centennials known as AMA 2000
Introducing Summer Yama 2000
The summer YAMA 2000 launched at Maponya Mall in Soweto on 30 November 2019 and will continue to keep youth engaged in a full 360 campaign running until early 2020.
AMA 2000 are constantly looking for ways to stay entertained wherever they are instead of imagining that there is a better summer happening elsewhere that they are not a part of. As a refreshment favourite, Coca-Cola wants AMA 2000, wherever they are in South Africa, to enjoy a memorable summer by connecting them with other AMA 2000s from their areas for an epic summer 2019.
Coca-Cola will be rolling out various Summer YAMA 2000 events nationwide – bringing the fun to AMA 2000 so that they can #RefreshWherevs. On offer will be a day filled with activities from virtual reality centres, to music performances by some of the country’s hottest artists. Spot prizes will also be up for grabs – featuring newly released branded Coke merchandise.
This year consumers can expect Coca-Colas 300ml returnable glass bottle (RGB) equipped with a QR code with their favourite Coca-Cola – No Sugar and Original Taste. The new RGB bottle is not only an interactive conversation starter, it gives AMA 2000 the opportunity to return the bottle and get another ice- cold Coca- Cola of their choice for only R5.
The new packs also give young people access to an augmented reality feature. Consumers simply need to purchase a Coca-Cola with a QR code on it, scan the code with their smartphone camera and reveal a fun filter. Every week, an epic new filter is unlocked.
Synonymous with the celebration of sound, Coca-Cola has a new TVC featuring the all-new AMA 2000 track. The brand teamed up with acclaimed musician and producer JR, real name Tabure Thabo Bogopa Junior, and Jobe London to create an amapiano-inspired single. ‘The Summer track includes the words AMA 2000 in it because it is important for us to call them out in a positive and celebratory way and make this summer the summer of the 2000s,’ says Relebohile Molaoa, Coca-Cola® Africa IMC manager.
The Dance Challenge
Coca-Cola is also calling all dancers and abo majaivane to enter the Coca-Cola dance challenge on TikTok. The dance battle, in partnership with TikTok SA is set to celebrate SA’s dance styles and culture – an activity that helps to unite SA. Entrants simply need to create a video using their Coca-Cola bottle in app and are encouraged to be as creative as they want in showcasing their dance talents while having fun.
‘We are very excited to be in the forefront of this new cutting-edge Augmented Reality (AR) technology which incorporates our bottle,’ says Relebohile Molaoa, Coca-Cola Africa IMC manager.
‘What Coca-Cola South Africa have done with their #RefreshWherevs campaign is very smart. They are an early adopter of our WebAR technology which means that all consumers need to do is scan the QR code on their cans to launch the AR experience via their web browser, rather than downloading an app. This extends the potential audience that can access the content and makes usage seamless,’ adds Riaan Nel, CEO of Sky Digital.
To further bring the campaign to life, influencers from various disciplines have partnered with Coca- Cola, such as: dancer and musician, Killer Kau; Idols SA Season 13’s Paxton Fielies; beauty influencer Aneeka Sulaiman, Isithembiso actress, Nandi Mbatha and award winning content creator Siphelele Cele, to name a few. They will be the authentic voice of 2019 SAMA- keeping their followers informed about all the new exciting campaign elements as they roll out- while also being spotted at some of the events in their regions.
