Coca-Cola sales have been massacred by the CV-19 lockdown. With bars, cafes, restaurants and burger chains closed, sales of the sugary elixir fell off a cliff.
The company reported a 25 per cent drop in sales from January to March and put an immediate stop to its global marketing spend in Q2, declaring ad dollars wouldn’t translate to sales anyway.
But the brand appears back in the game with a nice new spot from 72andSunny Amsterdam called “Open Like Never Before”.
At over two-minutes long, the ad is headed by a charming chap that goes by the name of George The Poet, a London-born spoken word performer of Ugandan heritage who brings a comedic ease to things.
Coca-Cola’s SVP of marketing EMEA, Walter Susini, described the spot as “not just a campaign, it’s an extension of our purpose,” and says its purpose was “refresh the world” by outlining “a better normal not a new normal”.
It’s definitely a change of pace for the brand and, at times, you can forget you’re watching an ad for a soft-drink company. But it’s nice and it works well. Check it out:
Commenting on the work, 72andSunny Amsterdam’s creative director Emiliano Trieveiler said: “The idea of openness in these times carried such courage and optimism that we immediately felt it was something Coke could truly own. To appreciate everything that matters, like never before.”
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