Coca-Cola Canada is bringing its global anti-obesity message to Canada with a new national campaign launching Tuesday.
The campaign, called “Coming Together,” currently consists of two one-minute videos. The first, also called “Coming Together” or “Unissons-nous” in French, will air on national cable news and major networks across the country and run for a month. A social media buy is also in the works.
The campaign encourages Canadians to be aware that all calories consumed – including those in beverages – contribute to obesity. It also goes into detail as to how Coca-Cola has added nutritional information on its cans, reduced portion sizes and created 70 drinks that are low-calorie or calorie free.
“We know obesity is an issue,” said Nicola Kettlitz, president of Coca-Cola Canada. “The campaign talks about the need to come together to generate a solution,”
The campaign first appeared in the U.S. in January with a two-minute video airing online and shorter versions airing during the Coke-sponsored American Idol and in pre-game Super Bowl broadcasts. It has since spread to razil, France and the U.K.
The Canadian video is an adaptation of that global work.
A second video called “Calorie Dictionary” is slated to debut in the summer and will run for one month as well, focusing on energy balance and the amount of activity it takes to burn off calories.
Kettlitz added that more elements of the campaign will roll out in the summer months, but wouldn’t elaborate on what they would be.
Creative for the campaign was done by Zulu Alpha Kilo, which handles all Canadian Coke work. UM did the media buy, and social media was handled by Gravity. The Boom Effect oversees PR for the campaign.
