Coca-Cola has launched new print and billboard Ads across Europe that trigger an autonomous sensory meridian response that relates to the way consumers drink Coke.
The latest campaign out of Coke was created in with David The Agency and is strangely effective.
Coca-Cola CEE Camilla Zanaria said: “With this campaign we are aiming to activate that sensorial memory from our consumers, challenging them to hear an image for the first time, finishing our ad in their heads.”
The photographs show macro images of classic Coke moments, including the fizzing of bubbles, cracking open a can, and uncapping a bottle.
The caption across the images red ‘try not to hear this’.
What makes the campaign so effective is the experience of synesthesia, which is a perceptual phenomenon in which stimulation of one sensory pathway leads to automatic, involuntary experiences in a second sensory pathway.
Basically, it makes you want to reach for a can of Coke pronto.
The campaign is running across print and OOH in Europe.