Coca-Cola has launched a second television advert as part of its new single-brand approach, bringing the full range of Coke variants together for the first time.
Set to an electro soundtrack, the advertisement underlines the individual characteristics of each Coca-Cola product through a series of montages – with accompanying taglines that encourage the consumer to choose uplifting taste, sweetness from natural sources, no calories, no sugar and a range of other emotive phrases including “ahhhh” and “oh-oh”. The advert culminates in the campaign’s new call to action and tagline, “choose choice”.
Choose Choice continues Coca-Cola’s single brand approach.
The creative also highlights the soft drinks brand’s heritage, with various sections concentrating on Coca-Cola’s place in the ‘80s, ‘90s and even the 1890s. Its debut follows the announcement in March of a single brand approach to the company’s range of four key variants in western Europe, supported by a refresh to its packaging portfolio and introduced in a bid to improve the clarity of choice presented to consumers.
Choose Choice is the second advertisement in the campaign, after Coca-Cola debuted its lifestyle-led Choose Happiness creative last month.
Coca-Cola Great Britain & Ireland marketing director Bobby Brittain said: “This is a really exciting time for us because, for the first time ever, we have brought all four variants together under one umbrella. It marks a significant step change in our approach to marketing Coca-Cola and it really brings to life the unique characteristics of each drink within the range.”
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