Coke Light gets flirty for branded TV show

Airing on MediaCorp's Channel 5 from mid-February to coincide with Valentine's Day, reality TV show A Light Affair will follow the speed-dating fortunes of 60 contestants during its 10-episode run. The programme, developed by Coca-Cola Singapore in conjunction with MediaCorp, is supported by a range of activities -- created in tandem with M&C Saatchi -- including a special website and on-pack advertising. According to Coca-Cola Singapore public affairs and communications manager June Kong, the new show looks to overcome the limitations of conventional sponsorship arrangements. "We didn't just want to slap a logo on the back of an existing programme that may not have had any relevance. This way, we get a closer link between the brand architecture and the final product, while still retaining the entertainment value and integrity of the show," said Kong. This brand architecture, she added, revolves around Coke Light's positioning as a drink for a "sophisticated, confident consumer". "Coke Light is about being experimental and free of inhibitions...it's about being fun," said Kong. "With all our brands, we try and be innovative and make people do a double-take, instead of being in the background -- it's trying to be a little quirky and different." The website, www.lovelight.com.sg, offers members of the public a chance to win a date with one of the contestants, via the 'Spin the Bottle' online execution, starting on February 16. The promotion is a virtual take on the teenage game, with consumers winning dates with the contestant the bottle ends up pointing at. In addition, Coke Light cans from selected vending machines will feature a 'witty conversation starter', such as 'I'll cook you dinner if you cook me breakfast'. Wallet cards that have been inserted into six- and 12-can packs, meanwhile, feature a range of tips, such as 'Pretend you like football' (for women), and 'Wear clean underwear' (for men). The 60 contestants in the show were selected via referrals and word of mouth. As the show progresses, they will be thrown into the world of speed-dating. Kong added that Coke Light's presence in the show would be "not overt".