Dive Brief:
- Coca-Cola has launched a yearlong, nationwide campaign as part of its partnership with America250, the nonprofit organizing the United States Semiquincentennial, per details shared with Marketing Dive.
- Central to the effort is a three-minute anthem video, “Drink In America,” that features a reimagined version of “I'd Like to Buy the World a Coke” alongside footage of diverse people, activities and geographies.
- The campaign includes limited-edition packaging, some of which can be scanned for prizes, sponsored murals across all 50 states, a community impact goal and more. The effort was designed to be inclusive and arrives at a fraught political moment ahead of the nation’s 250th birthday.
Dive Insight:
Coca-Cola is tapping into one of its most iconic brand assets for a campaign that marks its partnership with America250, turning “I'd Like to Buy the World a Coke” into “I’d Like to Buy America a Coke.” The effort positions the soda as a brand synonymous with American life and a celebration of American unity at a time when people are increasingly negative about the state of the union.
“Coca‑Cola has always reflected the times we live in while helping bring people together,” said Stacy Jackson, vice president of Coca‑Cola Trademark in North America, in a statement. “This milestone is an opportunity to celebrate where we’ve been—and where we’re going.”
The three-minute “Drink In America” video features footage of a choir, comprised of 25 diverse singers from around the country, singing the new, gospel-inspired song. That footage is mixed with a montage of American iconography across rural, urban and suburban settings: baseball, basketball, dominos and fishing; garage bands and marching bands; firefighters, farmers, skateboarders and cowboys; and summer vacations.
The original “Hilltop” ad, developed with agency partner McCann Erickson, represented Coca-Cola’s attempt to appeal to a younger, more global consumer base at a similarly fraught political moment. It is widely regarded as one of the best ads of all time, and has lived on through other Coke campaigns, parodies by other brands and the closing moments of “Mad Men.”
The new campaign also includes limited-edition America250 bottles and the brand’s first-ever collectible mini cans. The cans honor the culture of all 50 states, plus Puerto Rico and the District of Columbia, with a peach for Georgia and a surfer for California, for example. Select products can be scanned for a chance to win prizes like a Jeep, another America250 sponsor.
In addition to advertising, Coca-Cola’s America250 actions include a goal of generating 250,000 volunteer hours in 2026 by working alongside local bottlers and community partners. The programs will focus on issues including food insecurity, disaster relief, sustainability, youth empowerment and honoring military members and veterans. Plus, a “Paint the Nation” public art initiative will create murals across the country.
“Our America250 partnership is an open invitation for communities to participate in this historic moment,” said Shakir Moin, president of marketing for Coca‑Cola North America, in a statement. “We designed this program to be inclusive and impactful. Initiatives like ‘Paint the Nation’ and our volunteer efforts empower employees, bottlers and fans to create meaningful memories and lasting contributions.”
Coca-Cola’s America250 campaign was created by WPP Open X and led by Ogilvy, with support from Burson, VML, Mayan Productions, Optimus Chicago and VAST/Keith Harris. It will continue throughout the year at events including the NASCAR Coca-Cola 600, the PGA Tour Championship, major musical festivals and other large-scale cultural moments.
The brand is running a separate campaign around the FIFA World Cup that hyper-personalizes engagement with consumers at the local level, an approach Moin previously described to Marketing Dive as “de-averaging at scale.”
