Consumers drink Coca-Cola but then they become concerned about its sugar content so they leave the brand and go to other brands in the Coke family. That, says Sharon Keith, marketing director, Coca-Cola South Africa, has been the brand strategy – until now. “Traditionally we have always taken the consumer to other products. Now we are turning that around and taking Coca-Cola with the other brands.”
This is Coca-Cola’s One Brand Strategy, and it will manifest itself on 1 March when the new global Coca-Cola campaign launches in South Africa. Keith says this is not a new strategy. “Other brands, such as Fanta and BMW have been practicing this for years. Consumers love our brand, but over the years we have confused them with the different branding and campaigns for our various products,” she says.
A one brand strategy allows the brand to extend its global equity and the iconic appeal of the product across the entire trademark she explains. “The products are the heart of the creative as is the simple pleasure of drinking a Coke while the move underscores our commitment to consumer choice.”
The communications idea is to blend the taste and the refreshment of a Coke with the simple pleasure of how drinking any Coke makes the moment special.
Traditionally Coke has always driven its message though memorable slogans. This campaign is no different. “The slogan is short and simple and be translatable across countries and languages. It is timeless and relates to the brand’s values and benefits. We looked at the product benefits, and the feeling and experience of drinking Coke and that led us to ‘Enjoy the feeling’.”
She explains that the slogan will be translated into various languages by concept not words, and therefore will vary slightly across the globe.
The inspiration for the visual identity was Norma Rockwell meets Instagram, so finding an iconic moment and making it contemporary. Two photographers, Guy Aroch and Nacho Ricci from (New York) and America and South America respectively, shot images all over the world.
“Our visual pillars are our products. The campaign features the product deliberately as well as people drinking the products and the moment they are in. Therefore, part of the auditions was to drink a Coke in front of us so the actors/models could show us that they really enjoy the product.”
The campaign also features a kiss the past hello. “We recreated some of the iconic Coke campaigns from over the years, but in today’s world.”
Context is king when it comes to the brand’s design principle. “This means we are not just producing happy smiling faces but placing these visuals where they are noticeable such as on the streets of Johannesburg and Cape Town to transform spaces, for example Smit Street in Joburg with a building wrap, and other Out of Home (OOH) material at Melrose Arch, Rivonia Road, Hyde Park and the V&A Waterfront in Cape Town,” she explains.
Point of Sale (POS) material will be displayed in the relevant retail outlets. Apart from traditional channels the campaign is also an interactive digital one that consumers can download, share and extract and customise across their social networks.
Coke campaigns are known for their iconic music and this campaign is no different. “We have developed some new music for the campaign and the new audio signature uses the tune, but intersperses the sounds associated with Coke, as well as social sounds.
While 10 films have already been produced, only three will be used initially in South Africa. “The brand has always told everyday stories and this is no different,” she says.
The new campaign officially launched in Paris, France, mid-January.
