Coca-Cola has launched a new campaign to “express the indescribable experience of drinking a Coke”.
This follows a poll in which a quarter of Brits said they couldn’t put the taste and experience of consuming the soft drink into words.
The campaign is built around an original track by American rapper Tyler, The Creator which – according to the brand – “truly brings to life the iconicity of a Coca-Cola through a unique interpretation highlighting this indescribable experience”.
Activity includes TV, online video and radio advertising, as well as interactive out-of-home advertising, shopper activation, PR and a digital and social media approach where fans are invited to recreate the dance and express their own Coca-Cola experience on their own social media channels.
Rolling out across Europe over the coming months as an extension of the campaign, a reformulated Coca-Cola Zero Sugar will launch with a brand new packaging design.
The campaign continues the company’s ‘Open’ platform, which aims to inspire and uplift people to being open to new possibilities and experiences while remaining optimistic during the pandemic.
Tyler, The Creator, said: “It was really cool to have the opportunity to work on a Coke commercial, forever grateful. The end result came out amazing.”
