New Coca-Cola commercial unveils diverse beverage portfolio
By Anietie Udoh
In a groundbreaking move, Coca-Cola is set to launch a new advertising campaign that breaks away from its traditional focus on individual products like Fanta, Diet Coke, or Dasani. The TV commercial, slated to debut in 30- and 90-second versions, marks a departure from the company’s long-standing strategy of spotlighting a single drink.
Executives at the Atlanta-based giant have long been aware of their extensive beverage range catering to various consumer needs, spanning breakfast enthusiasts to athletes and those with a sweet tooth. With a departure from the usual singular product focus, Coca-Cola aims to emphasize its versatility and relevance across a spectrum of drinking occasions.
Shakir Moin, Coca-Cola’s Chief of Marketing for North America operations, said, “With a family of brands, we are able to create a much bigger and better impact. This shift signifies a significant change for a company that has historically asserted, “Coke Is It.”
The visually engaging commercial, directed by Christopher Storer, known for creating the FX series “The Bear,” unfolds within a large family setting, showcasing the diverse range of Coca-Cola products. From cooling off with Sprite to enjoying Honest Kids organic juices and the classic Coke spill, the ad underscores Coca-Cola’s presence in life’s memorable moments. The commercial is scheduled to air during ESPN programming and cable network entertainment shows, avoiding live sports broadcasts.
Alex Ames, Director of Content and Creative Excellence at Coca-Cola, acknowledges the initial challenge of organically integrating various beverages into a cohesive scenario. The concept of a family became instrumental in bringing ideas to life, supplemented by thousands of customized pieces for social and digital outreach.
While Coca-Cola has previously highlighted its broader beverage holdings in 2003 and 2013, this latest campaign adopts a consumer-centric approach, focusing on how consumers behave rather than solely on the products the company wishes to promote.
The new campaign is set to run for six to eight weeks, with optimism that Coca-Cola’s diverse beverages may reunite in future marketing endeavors. As the iconic beverage company shifts its narrative, consumers can anticipate a refreshing perspective that goes beyond the iconic fizz of Coca-Cola’s flagship sodas.