Coca Cola is embarking on one of its most ambitious
experiential campaigns to date with the launch of its Live ‘n’
Local Tour of 14 city and regional gigs throughout Australia.
Coke Australia is hoping that some 50,000 youngsters will use
20 Coke Classic labels and trade them for tickets to the concerts
featuring the hottest new Australian bands. Although the tour
only started this month, the company’s Atlanta headquarters
have already backed the Aussie initiative as a model to be used
by the rest of the Coke world in keeping 16-24 year olds supping
the black beverage. The UK, Germany and France are now developing
their own versions of Live ‘n’ Local.
