|In the summer of 2004, the global Coke "Real" campaign was under significant scrutiny within the organization. Initially credited with revitalizing the brand in North America, the "Real" campaign creative had evolved into an area where it was no longer resonating with consumers.|
With new global creative areas being explored, Canada moved forward on producing two final spots in the local "Real" campaign. "Gratuity" and "Motel" were shot in the Fall of 2004 and immediately created some controversy. Despite testing well both in Canada and the US, a decision was made not to air "Motel" citing the inappropriate storyline. Despite personally having tremendous heart for the spot, this was a moment when corporate restraint won the day. "Gratuity" went to air as the sole brand support for the season.
In the closing weeks of 2004, Canada made the decision to replace "Real" as their creative campaign foundation. Local discussions centred on developing creative for 2005 that would better celebrate the iconic nature of brand Coke. Creative that would reflect the uplifting and sociable nature of the brand. "Real" had been critized for centering some executions in small and sometimes mean-spirited moments, the new campaign would have to ensure the tone of the new work better reflected the true positive nature of the brand.*
* - See "Pour" under the 2005 Brand Campaign case study.