Coca-Cola is taking its "The Ahh Effect" campaign targeting teens offline in its second year.
The campaign, created as a socially and digitally led effort, will now add TV spots and packaging promotion to the mix in an effort to reach more teens. In its first year, the Ahh ecosystem, which consists of 61 unique websites, attracted 7.5 million visits, with teens spending an average of six minutes per visit. The majority of the sites -- each has a different number of "h's" appended at the end of the "Ahh" -- highlight product attributes, like the perfect temperature for serving a Coke.
"We're helping teens rediscover the liquid, the product," said Andy McMillin, VP-Coca-Cola trademark for Coca-Cola North America. "We've seen an increase in purchase intent and we're seeing substantial increases in some core equity measures."
"We're giving teens a reason to choose us. It gives teens a reason to reach for a Coke," added Jennifer Healan, group director-integrated marketing content and design for Coca-Cola North America, of the campaign's emphasis on product attributes.
Coke has been working to more closely connect its marketing with its product -- a strategy that was on display in "Mirage," the brand's 2013 Super Bowl effort. In that campaign, showgirls, cowboys and badlanders competed for a Coke, depicted as the ultimate refreshment.