Coca-Cola's big game spot will celebrate diversity immediately before national anthem
- Coca-Cola unveiled a 60-second spot, "A Coke is a Coke," that will air during the pre-game telecast of the Super Bowl, just before the national anthem, and which is currently available on YouTube. The ad aims to bring people together to celebrate their differences, the company announced on its website. The ad was created by Wieden+Kennedy and animated by Psyop.
- The ad features animated characters representing different walks of life, as they enjoy different varieties and packages of Coke. The creative was inspired by an Andy Warhol quote from the pop artist's 1975 book "The Philosophy of Andy Warhol," that centers on the idea that "All the Cokes are the same and all the Cokes are good."
- Coke is also encouraging fans to share selfies on social media celebrating what makes them different and beautiful. Some of the images will be recreated using a similar illustrative style as the commercial and incorporated into a mural on the brand's Instagram channel during the Super Bowl. Coke plans to respond to fans on Twitter with uplifting messages from the campaign's characters. The Coca-Cola Foundation also announced a $1 million grant to provide free admission through the end of February to anyone visiting the National Center for Civil and Human Rights in Atlanta, the brand's hometown and where this year's Super Bowl will be held.
Coca-Cola is focusing its Super Bowl messaging around togetherness and celebrating differences, a common theme in the brand's marketing for decades, since the iconic "I'd Like to Buy the World a Coke" ad, which debuted in 1971. Coke similarly celebrated unity with last year's Super Bowl commercial, "The Wonder of Us," but the ad saw a lukewarm reception. The placement of the ad, which celebrates diversity and inclusion during the pre-game and just before the national anthem, is "appropriate and intentional," said Brynn Bardacke, vice president, content and creative excellence, Coca-Cola North America, in a statement. In the past, Coca-Cola's Super Bowl ads have typically appeared during the game.
"The timeless message of the spot is especially relevant today given what’s happening in society, and we hope it will resonate with viewers as they come together as a country to sing our national anthem," Bardacke said.
Coca-Cola's ad could be a risky move since two-thirds of Americans think the Super Bowl is an inappropriate place for advertisers to make political statements, recent Morning Consult and The Wall Street Journal's CMO Today revealed.
The "Together is Beautiful" messaging and creative could resonate most with younger consumers, as millennials and Gen Zers especially favor ads that promote diversity and expect brands to reflect their identities in marketing. Pairing its Super Bowl spot with interactive social media elements will likely help Coke expand its reach and build awareness with these age groups, who are more social-savvy and enjoy taking selfies and engaging with brands online. These efforts align with the digital transformation plan that Coca-Cola announced last summer.
Coke has been going after Gen Zers with other recent campaigns. The brand released a 10-episode docu-series last summer, titled "One Last Summer," that profiles a group of friends preparing to head off to college. Coca-Cola brand Sprite recently launched "Get Vocal," which encourages fans to share their voices on issues that matter to them. The campaign included partnerships with hip-hop artists and featured a 60-second beat by Izze the Producer, which fans could download and use to record their own freestyle to share on social media.
- Coca-Cola Journey Together is Beautiful: Coca-Cola Uses Big Game to Celebrate Unity and Diversity in Both its Advertising and Hometown
- Marketing Dive How Coca-Cola leverages digital to reach 'beyond the real thing'
- Marketing Dive Sprite urges fans to 'Get Vocal' about what matters to them via hip-hop platform