Coca-Cola begins hockey campaign
By Derek Winkler
Coca-Cola has begun a fall marketing campaign in Canada focusing on the sport of hockey and its fans. The national campaign, developed by WPP Open X and Taxi, includes a 30-second connected television ad called “The Wave.” The creative depicts a single fan attempting to start a crowd wave at a hockey game. The initiative also includes in-arena promotion in Toronto, Montreal, Calgary, Winnipeg and Ottawa. This consists of an installation at which consumers can have their faces printed on a soda can and use a claw machine to attempt to grab various prizes. Regional ads customized for local teams are also in use. Media includes television, online video, online display, social media and out-of-home advertising. In addition, the campaign features an online contest and a retail sampling program.