Nestea Plunge and Play campaign resumes
By Adnews Staff
Coca-Cola has resumed a summer promotion for its Nestea brand called "Plunge and Play" first used a year ago. The promotion consists of an online game located at <http://www.plungeandplay.com> in which the players fights against enemies representing the sun, hot coals and rising mercury. The campaign, created by Toronto-based Lowe Roche, also includes a television commercial that directs viewers to the game. Another element is digital sign advertising in downtown Toronto that displays the current temperature along with advice on ways to stay cool. "Plunge and Play was designed to literally animate Nestea's brand of total body refreshment," said Christina Yu, creative director at Lowe Roche. "We thought it would be fun to take on the old cliché, 'beat the heat,' and our game enables players to do just that, pun intended." The campaign will run until the end of summer.