The Coca-Cola experience is truly an effervescent one. You can hear its bubbles popping just by looking at a picture portraying a Coke. And it is also in the power of your eyes to unlock your taste buds, which seem to instantly activate to remind you of the soda’s unmistakable taste. In a campaign signed by Wieden+Kennedy London, Coca-Cola decided to describe the indescribable experience of savoring a Coke.
The unique and refreshing taste of the iconic soda has been inspiring many generations throughout time. The state of happiness that happens when drinking a Coke seems to be unmatched, so it’s pretty hard to describe in words what we feel when we venture into the Coca-Cola experience. The brand wants to share with everyone how one of its flavors, be it Original Taste, Zero Sugar, or others, can give rise to sensations beyond words.
The campaign invites consumers to “Open that Coca-Cola” taste, as we find out from the message at the end of the video supporting the campaign. The initiative celebrates the brand’s drinks by bringing the first sip of a Coke to life, which is probably the exact dose one needs to boost their energy.
The protagonists in the video simply go crazy at the sip of a Coke, manifesting this positive vibe they have to the beats of Tyler, The Creator, who created the track featured in the video directed by Los Perez of Caviar Films. Being a long-time fan of the brand, the visionary artist expressed the Coca-Cola experience in a way that he knows best. The new musical piece truly complements the authentic Coca-Cola adventure. “It was really cool to have the opportunity to work on a Coke commercial, forever grateful. The end result came out amazing,” said Tyler, The Creator.
Walter Susini, SVP Marketing, Europe, commented: “The experience of enjoying a Coca-Cola has always been beyond words — from the anticipation of that first sip to the full power of its taste, and the continuous rediscovery each time you drink it. We’re really excited to launch this campaign to celebrate and express the iconicity of the experience, not through one single word, but through music, movement, and a universal language that can be recognized by each person that experiences and loves Coca-Cola.”
Souleymane Hamed, Coca-Cola Brand & Consumer Experience Director for Western Europe, added: “What is brilliant about this campaign is how we have merged the power of Creative and Connections to be able to increase our efficiency and effectiveness in our overall plan. We have developed a modular communication platform that enables us to have one unique message and tone of voice across the different moments and occasions of the year in all touchpoints to push the brand experience. Ultimately, this enables us to deliver more with less investment.”
The music beat is catchy and the dance moves are simply contagious. So, let’s “Open that Coca-Cola” and let its taste guide your moves on the music of Tyler, The Creator.
Credits:
Client: Coca-Cola Company
Agency: Wieden+Kennedy London