Coca-Cola has launched the next phase of its campaign in association with LIFT partnering with the AFL.
LIFT Hard Hitting Lemon’s marketing campaign centres on the evolution of this partnership, and the drink expanding its range from can and PET bottles to include a premium glass bottle and post-mix.
Six months since launching, LIFT Hard Hitting Lemon has continued its association with the AFL as a platform for increased awareness and consumption.
The campaign will span across the football season including radio broadcasting, digital and online integration.
A media release from Coca-Cola said the overarching theme is one of mateship and strength, appealing to its core audience of “down-to-earth, good-natured Aussie blokes”.
As part of this strategy, LIFT will have a bespoke segment which will be launched on the AFL website.
LIFT will see presenters Garry Lyon, Matthew Lloyd and Damian Barrett as part of the popular Access All Areas discussing ‘Lift Hard Hitting moments’ as part of a regular ‘week in review’ content series.
In addition, radio spots featuring AFL commentary legend Dennis Cometti will run across Triple M as well as others running across Nova and KIIS throughout the duration of the season.
AFL General Manager Commercial Richard Simkiss said: “We’re delighted to extend our partnership with LIFT Hard Hitting Lemon and are already building on this for the 2017 season.”
“LIFT’s positioning as ‘hard hitting’ is quite obviously aligned with our on-field contests, however, we also see synergies in LIFT’s significant pursuit to tailor the best possible product to suit its Australian consumers.”
Brand Manager, LIFT Hard Hitting Lemon, Ramona Spiteri, said: “The evolution of our partnership with the AFL has truly come to life this year, where we hope to tap into the AFL’s loyal fan base through the online integration program – a first for the brand.
“Our goal is to celebrate what makes real strength and reward it with a harder hitting lemon drink which is made with bite.”
LIFT Hard Hitting Lemon launched in September 2016 with a bold new look and flavour, tailored specifically for the Australian market, to offer sharper taste with more bite, hence it’s a drink for adults and not the kids.
The new product has tested well with consumers, with the majority of males confirming the new recipe for LIFT Hard Hitting Lemon as their taste preference over the original LIFT.
LIFT Hard Hitting Lemon is now available in 5L and 15L BIB Fountain and 330mlx24 Glass packs as well as can and PET formats.