- Coca-Cola’s newest campaign encourages consumers to take a break from the digital noise so they can be present in the everyday moments (with a soft drink).
- The new effort, “Enjoy the Moment with a Coca-Cola,” features a cameo from Grammy Award-winning artist Tyla, as well as her new track, “Bliss.”
- The campaign will also include a “Summer Scratch-Off Sweepstakes” that will employ QR codes contained in the new commercials. When scanned, the codes will give consumers a chance to win a customized road trip and other prizes that will enable them to enjoy unplugged summer moments.
Coca-Cola’s latest effort is intended to position the brand as a symbol of authentic human connection and as a break from the harried chaos of the digital world. The campaign’s films draw inspiration from real-life scenarios, such as road-trips and pool parties, which are often the backdrop for memorable experiences.
The first spot, for instance, brings the idea to life through the brief story of a young woman recalling a road trip she took with friends as she packs up her college apartment. On that trip, as she and her friends are enjoying a Coca-Cola in the car, they happen to catch a glimpse of music star Tyla, whose new song “Bliss” provides the soundtrack to the spot, in a car next to them.
“With this new campaign, we’re encouraging a new generation to slow down and truly enjoy the moment this summer — something as simple as sharing a Coca-Cola can become unforgettable,” said Sue Lynne Cha, vice president marketing, Coca-Cola North America, in a statement. “Tyla brings a vivacious energy to these films with her vibrant spirit and new track, ‘Bliss,’ helping us connect with the next generation in an authentic, joyful way.”
A second spot, “Pool Party,” features a similar vibe, with a girl floating in an inner tube in the hot summer sun, drinking a Coca-Cola. As she enjoys the beverage, her distractions begin to float away and she embraces the fun of the pool party.
The campaign will run in North America on TV, digital, streaming and social, as well as out-of-home. The films will roll out in key global markets later this year.
