Coca-Cola launches “Open like Never Before” campaign

Coca-Cola, the beverage giant, has unveiled first advertising campaign post-Covid-19, tagged ‘Open Like Never Before’.

Through the “manifesto for change” commercial inspired by manifesto poem written by George “The Poet” Mpang, the spoken word artist and targeted at EMEA market, Coke searches for purpose amidst the coronavirus pandemic.

Starring George The Poet, the ad encourages people to be ‘open, like never before’ and pay attention to those little things that matter and how they can define and make the world a better place going forward.

Commenting on the new creative campaign, Manager Public Affairs, Communications and Sustainability at Coca-Cola Nigeria, Amaka Onyemelukwe, said in a LinkedIn post that the pandemic has caused hardship and loss, but also selflessness, courage, countless acts of kindness, as well as an appreciation of the many things that we might previously have taken for granted.

“As we emerge into this new normal, our new campaign champions an optimism about what we have all learnt that will help us to take this moment and make  it count; to be open, like never before, because open minds are the most powerful thing we have,” she said.

Walter Susini, Senior Vice-President Marketing, EMEA, The Coca-Cola Company, also said in a LinkedIn post: “When we all went into lockdown, it was clear at least to us that we needed to respond, and empathy was the lighthouse that guided our actions. We decided that as a company it was important for us to come off air and redirect our resources instead to our most critical priorities – doing everything possible to ensure our employees’ safety and well-being, as well as focus our efforts on how we could make tangible difference for our partners, for the people and for the communities out there. Time to go back, open like never before.”

Also in his comments, George The Poet said: “The underlying message of this campaign is close to my heart. During my career, I’ve always had to be open to the idea of change, switching from rap to poetry, from music to podcasts. Being open gives you an advantage in all aspects of life. Covid-19 gave me a moment to reflect at a time when the world came to standstill, made me more patient and adapt to different ways of working. Going forward I’m going to do what I can to seize the moment and be open to change like never before.”

Coke said much of the new campaign will focus on supporting local hotels, cafes and restaurants. Individual outlets will be able to customise the ads to use for their own social media platforms in addition to OOH presence, including big sites like Piccadilly Circus.

It will be recalled that Coca-Cola suspended marketing activity at the peak of Covid-19 pandemic to redirect resources towards supporting its bottling and retail partners by donating $100m to relief efforts.


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