Coca-Cola Canada releases Pemberton campaign
Coca-Cola Canada has brought the brand's current international advertising campaign to this country. The campaign, called "Pemberton," focuses on the heritage of the brand, the creation of its recipe in 1886 and the product's lack of preservatives or artificial flavours. It is intended to remind younger consumers about the history Coke and its ingredients. "In our new campaign, we are focusing on what makes that unique taste profile: six basic ingredients with no added preservatives or artificial flavours," said Jeff Shinozaki, group director of brands at Coca-Cola Canada. "While we will continue to celebrate 'The Coke Side of Life,' we also want to educate consumers about the product and remind them of its iconic heritage. We're not giving away our secret formula, but we are giving consumers a closer look inside the bottle." The campaign included television, print, online and outdoor advertising, as well as point-of-sale materials and promotions. The ads were developed in Canada based on a global campaign created by Santo of Argentina.