Unveiled today by Coke exec Pio Schunker, who serves as senior
VP of integrated marketing communications, the new campaign spans
61 URLs. Each has a different number of "h's" appended at the end
of the "Ahh", containing what Mr. Schunker called a "snackable
piece of content" that could be a game, a series of GIFs, or maybe
a funny video.
The campaign was hinted at
during a series of conversations the brand had with AdAge
earlier this year, when it said that Super Bowl creative will be a
kickoff to a year's worth of marketing activity, with the goal
being to have a brand idea that spreads over a host of
communications - each specific to a certain audience, or time.
"Coke is the ultimate in refreshment, and what your first
response when drinking Coke should be a hearty 'Aah,'" he said.
To that end, the sound-effect is woven throughout the programs,
with the brand owning multiple version of the URL "Aah."
Different pieces of content are served up depending on how many
"h's" are entered. For example, one site gets you immersed in what
looks to be a bubbly class of Coke. Moving your cursor moves the
bubbles around, which emit satisfied "Ah's" as they do so. Another
site asks you to aim ice cubes into a glass of Coke, while a
counter on the right shows what temperature the drink is at, the
idea being, said Mr. Schunker, to communicate that the best
temperature to enjoy Coke is 37 degrees. Another site features the
new chill-activated Coke cans performing an impressive dance
The umbrella site is www.ahh.com, (two h's) which invites you to
"explore the world of ahh," and adds that while there may be many
ways to explain how Coca-Cola makes you feel, there's "only one way
to describe them."
All the experiences are not live yet, there are 17 up so far.
While the overarching creative is by Wieden, Mr. Schunker said that
the brand is also involving three content creators - media partners
like Alloy and Vevo, teen partners who will be
encouraged to submit "Ahh" ideas, and "creative influencer
communities" like artists and students who will submit ideas on
"What Aah means to them."
The brand plans to create bi-weekly site reporting systems to
understand which URLs are popular and which aren't. Those that
perform poorly will be eliminated and replaced. The campaign is
best experienced on mobile, Coca-Cola said -- iOS and Android
platforms, with no support for Blackberry presently
-- a feature that was driven by research into teen behavior. The
campaign will be promoted via digital media, and the "Ahh" URL will
also be appended on the inside of 16- and 20-ounce bottles of
Mr. Schunker said that Coke envisions this as a multi-year,