Coca-Cola excites consumers with music campaign
Coca-Cola has launched a new campaign known as “Open That Coca-Cola,” which tends to use music, dance and colour to capture the feeling of opening a can.
The idea behind the advert aims to portray the “indescribable” feeling of opening a can but without words, after polls found 25% of people in Britain say the taste and experience of drinking a Coke is just that.
The new campaign, “Open That Coca-Cola,” explores the “universal, non-verbal reactions” people have to drinking a refreshing can of Coke and is set to a new track created by artist Tyler, The Creator.
It features a range of characters spontaneously breaking into dance after their first drink:
The campaign will be on various mediums such as TV, online, radio and out of home in the U.K. There will also be a social campaign which will give Coca-Cola fans the opportunity to recreate or freestyle the dance themselves and share videos on social channels.
The soft drinks giant will also introduce an “evolved” Coca-Cola Zero Sugar product across Europe in the “coming months,” it said.
“The experience of enjoying a Coca-Cola has always been beyond words—from the anticipation of that first sip, to the full power of its taste and the continuous rediscovery each time you drink it,” said Walter Susini, svp of marketing for Europe at Coca-Cola.
“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 recognized by each person that experiences and loves Coca-Cola.”
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