Coca-Cola champions inclusivity with latest ‘Share a Coke’ campaign
In the latest rendition of the ‘Share a Coke’ campaign, Coca-Cola wants everyone, even dogs, to feel included.
The TVC launching the campaign, created by Ogilvy, shows a dog searching through ice buckets, Eskys and fridges for a Coke bottle that matches his name.
The return of the ‘Share a Coke’ campaign will be the first time every Australian is given the opportunity to share a Coke, with shopping centres kiosks and an e-commerce store allowing people to personalise cans or a glass bottle.
Hundreds of first names will be available and more than 1000 surnames from different cultural backgrounds will appear on the 1.25L bottles. The opportunities to customise the Coke bottles and cans have been devised to enable people with uncommon names to join in on the campaign.
Lucie Austin, Coca-Cola South Pacific marketing director, said: “For this year’s campaign, we have worked hard to give every Australian the opportunity to join in the fun and have their name or a friend’s name on an iconic glass bottle of Coke.
“We pride ourselves on being a company that champions inclusivity and diversity, and through our Share A Coke campaign, we’re excited that more Aussies than ever before will be able to share a Coke with their family and friends this summer.”
The OOH execution for the campaign
‘Share a Coke’ will be supported by large format billboards, digital out-of-home, social, online video, cinema, experiential, sponsorship and influencer activity, making it Coca-Cola’s biggest integrated campaign for the year.
The campaign will continue throughout summer, with new activity planned for January and February.
Credits
Ogilvy: Creative
UM: Media
One Green Bean: Social Media
Pulse: PR
Geometry: Shopper Design
Prefast: Point of Sale
Maverick: Experiential
Satellite: Digital
Labelmakers: Digital label printing
Brewtopia: eCommerce
Because all healthy dogs should be drinking Coke
Now I know this soft drink game’s going down the gurgler as people look for alternatives to digesting cans of sugar for fun, and CCA’s understandably looking for new targets, but by featuring a dog as the key target, I think it just reinforces that the traditional markets for Coke are dropping away….
Can’t wait for my cat to be featured in next year’s campaign.
User ID not verified.
“We pride ourselves on being a company that champions inclusivity and diversity…”
Errr, no. All the commercial talent look identical to every other ad out there.
This is where big brands have (had) an opportunity to be TRULY inclusive and seamlessly/incidentally include disability in an ad. But that’s ok. No biggie. It’s only 20% of the population.
User ID not verified.
So if your a dog you should be drinking Coke?
User ID not verified.
Wow… This is substandard creative on several levels.
I then see Ogilvy in the credits, not surprised.
User ID not verified.