Bobby, the handsome and street smart Border Collie who starred in the popular ‘Share a Coke’ campaign, is looking for love in Coca-Cola’s new summer TVC currently flighting.
In a nutshell, the new ad tells the exciting story of Bobby’s summer. He’s on a mission to find love, and navigates through the vibing city to do so, passing by many different types of interesting people and South Africa’s coolest teens. In his mouth, he carries a mysterious can, which eventually explains the reactions of those surrounding him and reveals his intentions. The sound track to his epic journey is C2C’s ‘Happy’.
The ad was conceived by FCB Joburg after the agency was tasked by Coca-Cola South Africa’s marketing team to leverage the highly successful ‘Share a Coke’ execution. As part of its summer strategy, the team at Coca-Cola wanted a twist to the Bobby story, one that would be as refreshing and as engaging as the first.
Shot over three days in Cape Town by Velocity Films’ Keith Rose, post production was done by Deliverance, Searle Street Post Production and Freq’ncy.
Commenting on the new commercial, Coca-Cola Southern Africa Marketing Director, Sharon Keith, said: “It was never going to be easy to create a new Bobby story that was as appealing, as original and as authentic as ‘Share a Coke’.
“But, I’m pleased to say we’ve done it. The ad is as eye-catching, as attention-grabbing and as true to the Coca-Cola spirit as the first.“
“In researching ‘Share a Coke’s’ success, we noticed that Coke fans who were able to make personalised cans at the various activations around the country, used the opportunity to compose mini sentences on the product,” explained FCB Joburg’s Executive Creative Director Jonathan Deeb.
“Making the most of this insight, we opted to keep names on the cans as per the original campaign but also introduce phrases that would allow people to create messages. For example, ‘Neo. Hug Me’ or ‘Tumi’ Go Wild’.
“Given the 128-year-old brand’s target audience of teens and young adults, we also elected to retain the youthful vibe and tone of the previous campaign, but heightened it up a few notches with even more energy and dynamism. I dare South Africans to try and sit still when ‘Share a Coke and a Smile’ comes on the screen!”
The TVC drives a campaign encompassing television, print, out-of-home, activations where cans can be personalised, mall branding and digital.
The ‘Share a Coke’ execution was so successful in South Africa, it was used by Coca-Cola worldwide to launch the campaign into over 90 countries worldwide.
It was also partly as a result of Bobby’s first foray onto South African screens that Coca-Cola South Africa topped one of the two most important tables of The Loerie Awards Official Rankings for 2014 – the Overall Ranking By Brand table. FCB Joburg topped the other – the Overall Ranking By Agency table.
Just a few weeks before Loeries in the Sunday Times Top Brands Survey 2014, Coca-Cola South Africa had been named as South Africa’s Favourite Brand, making it two-in-a-row for the iconic brand. In addition, it walked away with a Grand Prix win as the brand that has done the most to uplift the community, 1st place in the Soft Drinks Consumer Category, and 2nd place for the brand that does the most to look after South Africa’s environment and natural resources.
For this performance, plus that of other FCB Joburg brands (Eskom, Koo, Old Mutual, Toyota SA, Wimpy), FCB South Africa was awarded the Robyn Putter Top Brand Agency of the Year Award, which is calculated on a points system for agencies with clients that achieved first, second and third place in the survey.