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| Coca-Cola Classic Brand Campaign 2005 |
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| Brand Coke, despite being the most beloved trademark in the world, has experienced long-term category declines. These declines are endemic of the Carbonated Soft Drink category and are driven, in North America, by two principal societal trends. One, a proliferation of beverage choices from energy-drinks, milk and soy-based beverages and waters that offer a dizzying array of choice to the consumer. Two, increasing concerns about the linkages between full-sugar sodas and issues like teen obesity. Coca-Cola Classic's challenge was to lose share slower than competitors like Pepsi or, ideally, hold current share in a declining category. |
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| With an increased focus on becoming "youth relevant", MacLaren McCann Toronto began creative development on TV and OOH that would reconnect with this target. Recognizing the inherent skepticism of the audience, the communications — like the brand — had to be genuine and authentic in spirit. The winning creative idea captured that youthful spontaneity and energetic spirit and was able to marry that with an optimism and sense of community that is quintessentially Brand Coke. The "Authentic" campaign was intended as a multi-dimensional spectacle that drew on the icons of Coke. In the launch TV creative "Pour", 500 kids appeared spontaneously in Old Town Square in Prague forming the shape of a Coke bottle and glass. This happened much to the amusement and bewilderment of unsuspecting onlookers who were able to witness this spectacle whilst a crew of Coke samplers distributed 15,000 bottles of cold Coke. |
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| "Pour" was met with tremendous enthusiasm from within the Coke organization globally. At the time of writing, several countries including Indonesia, Greece, Singapore, Brazil, Egypt,South Africa and the Czech Republic had expressed an interest in importing the creative. In Canadian research young consumers reacted well to the spontaneity of the execution and with its enormous scope. This suggests the approach was more appealing than Coke's historic youth efforts. The campaign is without Brand Tracking measures at this time but research and global feedback from within Coke suggests that the campaign will drive positive brand improvements against a youth target. McCann Erickson have showcased the spot on the network's global creative site and Continental Airlines in the US have selected "Pour" for their international "Ad Showcase" which features on all their worldwide routes. Finally, in October "Pour" received the highest recognition when the US brand team replaced their existing TV inventory to run "Pour" across the US market, the first time an international Coke Classic spot had been adapted for the US market.Testimony to a truly international idea for a true international brand. |
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