'The Coke Side of Life' wins youth TVC of the year award

Phoenix O&M's hit TV commercial 'The Coke Side of Life' bagged the coveted title of People's Youth TVC of the Year Award at the recently concluded SLIM-AC Nielson People's Awards (Pop Awards) 2008.

The campaign's communication has also helped Coca Cola win the Youth Beverage Brand of the Year for the second consecutive year at the Pop Awards.

The results of the campaign were seen by the research studies revealing that the TVC was the Most Preferred across all categories, Most Recalled across all categories and the Most Preferred Beverage Communication post the launch of the campaign.

After being entrusted with the 'Coke Side of Life' campaign launch in Sri Lanka by Coca Cola, the Phoenix O&M team together with top professionals in the film and production industry set out on the task of creating this award-winning ad.

Months of research went into this campaign to localise the communication of this global giant brand to Sri Lanka's youth.

Phoenix O&M used only the best in local talent by bringing in most popular and vibrant celebrities such as Bathiya and Santhush and model Nadeeka who were used to deliver a positive message in a historically significant setting in Galle.

Chairman and Managing Director of Phoenix O&M, Irvin Weerackody said, "In the past 15 years that we've been with Coca Cola, we've positioned this global brand to be one of the most popular brands in Sri Lanka and this award is another milestone in our relationship."

Held jointly with the Sri Lanka Institute of Marketing (SLIM) and the AC Nielson Company, the Pop Awards accolades are presented to the recipient nominated by the people, making the Awards a true reflection of the pulse of the people.