Coca-Cola Color Bottle Launch Supporting "Your Best Summer Ever"
Japan Coca-Cola launched its special limited-time "Color Bottle" packaging for Coca-Cola and Coca-Cola Zero nationwide on July 23rd, featuring a choice of favorite colors. This marks the start of its 2018 Summer Campaign with the key message: "Every summer is wonderful. Find your color of summer!"
The Color Bottles, available in a diverse range of colors (13 colors total) for the first time in Japan under the Coca-Cola brand, encourage everyone to enjoy summer freely, each in their own unique way.
To commemorate the color bottle launch and campaign start, the "Coca-Cola Summer Campaign Little Glee Monster Special Live" was held at Roppongi Hills Arena in Minato Ward, Tokyo, featuring the female vocal group Little Glee Monster, who sing the 2018 Coca-Cola image song. Approximately 1,000 fans packed the venue.
The five members appeared holding bottles matching their respective colors. Seeing fans holding colorful bottles, Serina smiled and remarked, "So vivid. It looks beautiful even from the stage." MAYU added, "Coca-Cola has always had a strong image of red, but with the Color Bottle, you can choose based on your mood. My whole family loves Coca-Cola, so I'm thrilled. They're also great for Instagram."
The five members appear in the new TV commercial "Coca-Cola Summer Color Bottle Debut," which began airing the same day. This marks the group's first Coca-Cola commercial. Manaka commented, "Coca-Cola commercials are memorable for that moment when you take a sip and go 'Ahh!' I always admired that, so I was thrilled that our day to drink in a commercial finally came."
On stage, they introduced "things they want to enjoy this summer," collected beforehand from attendees.
Among various responses like "I want to go wild at a live show," "I want to enjoy my first high school summer vacation," and "I want to go crazy listening to Little Glee Monster songs," when a fan shared "I want to work hard for the double dutch competition," MAYU directly cheered them on, saying, "Have confidence for the competition!" The fan couldn't help but tear up.
Member Karen shared, "I want to get hyped up with everyone at summer festivals and recharge with Coca-Cola after the live."
For a surprise segment, five attendees selected from the crowd received color towels signed by all members. They then performed their 2018 Coca-Cola image song, "The World Smiles at You." Fans experiencing the group's live vocals up close were captivated by their overwhelming vocal prowess, with reactions like "I'm speechless..." and "Unbelievable!"—some even moved to tears.
During the subsequent special live performance, they passionately sang all four songs. Attendees enjoyed a fun summer moment, clapping along and singing together.
For the campaign, scanning the QR code on the bottle with a smartphone allows free viewing of "Amazing Skill Videos" featuring young talents excelling in various fields, including table tennis player Mima Ito. Additionally, from July 23 to September 9, posting on Twitter with the hashtag "#CokeColorBottleChallenge" enters you into a draw for LINE Points, with 100,000 winners.
The "Coca-Cola Colorful Photo Dome" is open at the "TV Asahi/Roppongi Hills Summer Festival SUMMER STATION" event, running until August 26. Besides selling the color bottles at the booth, a photo corner allows purchasers to take colorful pictures inside a transparent spherical dome.
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