Advertisers are being urged to use a hashtag to promote their business, after Coca Colas advertising chief John Gourlay said longs stars were a great brand to use in ads.
The move was made on the same day the company published a short advert featuring a young couple and the slogan “longs stars, great brands”.
The short was created by Coca Colase, which is based in New Zealand.
The tag is set to be used by other brands as well.
Coca Colàs ad director Michael Kelly said it was important to “adhere to the longs’ ethos”.
“For us, longs are a brand with an iconic, unique, and enduring image,” he said.
“To have our own logo in a brand that has such a powerful and enduring legacy is very important to us.”
Mr Kelly said Coca Colahs branding had been “an essential part of our culture for over 60 years”.
“Longs are our enduring brand identity and we have been very clear with our advertising partners that we will continue to promote longs as a brand,” he added.
“This means that we need to be mindful of our longs and ensure that the right brands have the right opportunity to have an influence in the long-s’ future.”
The longs name has been used by brands in the past, but its origins lie in the New Zealand bush.
It is believed to have come from the name of the local Aboriginal tribe, the Māori.
Coca-Cola has been known to use its trademark for years.
“We are proud to use the trademark for our long-snouts in the Americas, Europe and the Caribbean, and we hope we can continue to do so,” Mr Kelly told the BBC.
Mr Gourlie said Coca-Colas branding had changed over time. “
So it’s very important that the long s’ identity remains relevant to our brands and that they continue to be part of Coca-cola’s brand identity.”
Mr Gourlie said Coca-Colas branding had changed over time.
“There was a big shift to using a very distinctive logo with a long s.
It’s a really iconic brand, and I think the marketing teams across the world have to take the opportunity that we’re in this position now, to be able to really get it right,” he told the ABC.
“The brands that are going to be around for a really long time are going do a lot of marketing to support them, so I think it’s good to get it in their head that they’re really going to have a longs icon.”
Coca-Pepsi Australia president of brand marketing Chris Smith said long s had been around for “a long time”.
“We’ve always been a brand of longs,” he explained.
“Our longs were the ones who first brought the long nose to Australia.”
Coca Colaf Australia’s chief marketing officer Chris Wilson said the long name was a way for the brand to promote itself as a food and beverage company.
“Longs have always been one of the best-loved and iconic brands in Australia and they’ve been around since the beginning of time, so it’s great to see it being used in such a positive way to help grow the brand,” Mr Wilson said.
CocaCola Australia has not commented on the ad campaign, and the brand has not responded to requests for comment.