Having halted much of its marketing activity during the height of the pandemic, Coca-Cola GB has launched a new campaign called ‘Open Like Never Before’.
Featuring a specially written manifesto poem (see below) by award-winning spoken word artist, George The Poet, the soft drinks group stated that campaign aimed to mark a time of social and cultural change post-pandemic. It encourages everyone to be ‘open, like never before’ and to appreciate what was perhaps previously taken for granted, while finding opportunities in the ‘new normal’ environment.
The campaign launches following a seven-month pause of on-air marketing, the longest ever for Coca-Cola as it redirected resources to support relief efforts around the world.
The integrated campaign will include a programme of in-market activities throughout the year and into 2021, with the aim of supporting businesses, with a specific focus on customers, hotels, cafes and restaurants.
The campaign will include a new TVC fronted by George The Poet, and amplified-on TV, VOD, DOOH and OOH.
A hospitality venue support programme – launching in August – will see customers provided with resources to create their own adverts to share on their social media channels. Venues will also be provided with media budget and advertising space donated by Coca-Cola to host their advert as a way to communicate that they are once again open for business in their local area.
Kris Robbens, Marketing Director for Coca-Cola GB & Ireland, said: “This year, Coca-Cola was off air for the longest time in history as we redirected our support to relief efforts. The Open Like Never Before campaign is founded on the belief that we don’t just have to go back to normal following this huge change in everyone’s lives. Instead, it’s our ambition to move forward and make the world not just different, but a better, more open place.
“Most importantly, we’re using our platform to support and celebrate our customers and partners, many of whom are reopening their doors to communities after a very challenging time for the industry.”
