Blog 4: Coca-Cola Television Commercial

As an official sponsor, Coca-Cola will be the official supplier of non-alcoholic beverages for the Rugby World Cup, as well as supplying all 20 teams with water and Powerade for refreshments. They have created a campaign which includes point-of-sale, on-pack promotion, above-theline advertising and PR programming. In May 2011, the company launched the start of their RWC campaign, an on-pack promotion which allows the public to win one of 100 double ticket packages to the quarterfinals, semifinals, and grand final, as well as accommodation and travel all inclusive.
This on-pack promotion includes retail point-of-sale (POS) visuals, which displays units of coca-cola cases to recreate a bus that is featured in their television commercial that will run until the end of October.

The Coke Television Commercial

In mid june, Coca-Cola also launched their Unsung Heroes Campaign, which asks the nation of New Zealand to nominate Kiwis who are providing great efforts for Rugby at a 'grass-rrots level', in which 4 winners will win a double ticket package to the RWC final. 

Coca-cola used both broadcast media through a television commercial, as well as in-store promotions and competitions for purpose advertising and publicity. Both the on-pack promotion and the Unsung Hero campaign allowed the public to become actively involved with a chance to win prizes. With a mixture of media being used, this was a great way to emphasise it's position as the market leader to actually involve the public in a good cause (Unsung Heros) with the brand Coca-Cola, as well as launching a supporting television advertisement to help attract visitors to the tournament in September.