New local campaign for Coke
Coca-Cola has launched a campaign called "The Coke Side of Life" - a new global marketing platform.
It was kicked off yesterday through a 90-second advertisement that aired on all TV channels and will be followed by adverts in other media. "Subsequent efforts will follow as the campaign will last beyond 2007," said Varit Charunyanonda, public relations manager of Coca-Cola (Thailand). He did not reveal the budget to finance the campaign. The TV commercial will be aired in anticipation of reaching 85 per cent of the Thai population in the first month. Aside from TV commercials, completing the campaign is a series of theme songs and consumer activities, as well as product packaging. Simultaneously, outdoor and print advertisements will appear around the country. The localised version of the campaign has been launched in collaboration with Thai artists. Besides Boyd Kosiyabong, composer of the first theme song, Asadawuth Leungsunthorn, Patreeda Prasarnthong, Doithibet Dutchanee and Padung Kraisri are behind the billboard designs. Their billboards will be on show nationwide throughout the first half of 2007.
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