More

    New campaign from Coke explores ‘indescribable experience’ of the drink

    Coca-Cola today launched a new campaign by giving new drinkers a way to describe its ‘beyond-words sensation’.

    The new campaign, ‘Open That Coca-Cola’, explores universal, non-verbal reactions to drinking a refreshing Coca-Cola, bringing to life the first sip of Coca-Cola and the expressions we use to convey its taste and experience.

    The campaign follows a poll in which a quarter of the Brits said the taste and experience of drinking a Coke indescribable.

    Supported by a brand-new track crafted by Tyler, The Creator, the campaign will be launched via TV, online video and radio advertising, as well as interactive Out Of Home advertising, shopper activation, PR. In addition, fans will be invited to recreate the dance and express their own Coca-Cola experience on their own social media channels.

    “It was really cool to have the opportunity to work on a Coke commercial, forever grateful. The end result came out amazing,” Tyler, The Creator commented.

    As an extension of the campaign, the drinks giant will be rolling out an evolved Coca-Cola Zero Sugar across European markets over the coming months. The launch will see a sleek, brand-new packaging design.

    “We’re really excited to launch this campaign to celebrate and express the iconicity of the experience, not through one single word, but through music, movement and a universal language that can be recognised by each person that experiences and loves Coca-Cola,” said Walter Susini, SVP Marketing, Europe.

    Souleymane Hamed, Coca-Cola brand & consumer experience director for Western Europe added: “What is brilliant about this campaign is how we have merged the power of Creative and Connections to be able to increase our efficiency and effectiveness in our overall plan. We have developed a modular communication platform that enables us to have one unique message and tone of voice across the different moments and occasions of the year in all touchpoints to push the brand experience. Ultimately, this enables us to deliver more with less investment”.

    Latest

    PayPoint partners with eurochange

    PayPoint has entered into a partnership with leading foreign...

    Retail’s top bosses demand fairer tax structure

    Retail, despite being one of the biggest employer in...

    Retail crime continues unabated: Bira survey

    A new survey by the British Independent Retailers Association...

    Unilever to spin off ice cream unit

    British consumer goods giant Unilever announced Tuesday that it...

    Don't miss

    PayPoint partners with eurochange

    PayPoint has entered into a partnership with leading foreign...

    Retail’s top bosses demand fairer tax structure

    Retail, despite being one of the biggest employer in...

    Retail crime continues unabated: Bira survey

    A new survey by the British Independent Retailers Association...

    Unilever to spin off ice cream unit

    British consumer goods giant Unilever announced Tuesday that it...

    Rishi Sunak announces £60m investment to help small businesses

    Prime minister Rishi Sunak on Monday launched measures to...

    Weetabix releases HFSS-compliant kids’ Oaty Bars

    The nation’s favourite breakfast cereal has announced its latest family-focused collaboration to inspire imaginations and promote healthier snacking for kids and families via its...

    Walkers and Sony on-pack promo for Ghostbusters: Frozen Empire launch

    After the successful collaboration with Ghostbusters Afterlife in 2021, Walkers is partnering with Sony to celebrate the release of Ghostbusters: Frozen Empire, through an...

    Savvy Sweets enters gut-friendly, functional sweets sector

    Guilt-free sweets almost sound too good to be true, but as a nation of voracious snackers and confectionery aficionados the opportunity for prebiotic-friendly, 100...