By Annette Shailer
A new marketing campaign for Coca-Cola’s re-launched energy drink Mother will see a hit team hunt down the inventor of the alpha version of the product.
It follows a rare admission by the beverage company that they “got it wrong” the first time, with Coca-Cola Australia stating it was the taste and not the marketing strategy that failed the original product.
The multi-million dollar campaign will kick off this month targeting red-blooded 18- to 30-year-old Australian men and will run on TV, in cinemas and online.
The advertisements will poke fun at the old formulation and herald the new tasting version of the drink now served in a bigger 500mL can.
The initiative will be supported by a sponsorship program, viral executions and PR, which will see Mother sponsor a V8 Ute Team to tap into its consumers’ passion for sport and car racing.