In a departure from its tradition, beverage giant Coca-Cola’s new television commercial is now promoting its broad portfolio of drinks in a single commercial.
The commercial does not showcase just a single product such as Dasani, Fanta, or Sprite, as has been the company’s typical marketing strategy over the years.
The move further represents a significant change for the company that once told consumers that “Coke Is It.”
In the new commercial, a variety of Coca-Cola products have been put together to scramble for the spotlight.
Directed by Christopher Storer, the advert depicts a large family making use of different Coke products, as they welcome one woman’s new spouse to the fold.
Coca-Cola ad
Sprite, for example, helps one man’s mouth after popping a very hot hors d’oeuvre into it.
A mother, on the other hand, passes out Honest Kids organic juices as an ice-cold glass of Coke takes a brief spill.
Furthermore, the campaign tells viewers that Coca-Cola helps sponsor many of the life moments that matter most.
In recent years, other companies have tested a so-called “portfolio” approach.
For example, Coke’s perennial rival, Pepsi, took to the 2018 Super Bowl Halftime Show to run a commercial.
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The commercial touted both a spicy new iteration of Doritos and a new lemon-lime variant of Mountain Dew.
One year later Frito-Lay, Pepsi’s sister snacks division, launched a holiday spot starring Anna Kendrick.
The spot subsequently played up a broad array of its products rather than a single chip or pretzel.
Also, Procter & Gamble in 2020 ran a series of Super Bowl ads that incorporated not only its Tide detergent but also other products it owns including Old Spice and Mr. Clean.
Growing trend
Anheuser-Busch InBev has also in past years used the Super Bowl to promote not just Budweiser and Bud Light, but everything from Michelob Ultra to Shock Top.
But how would the company and its ad agencies create a scenario in which appearances by many different beverages seemed organic?
When the assignment first came up, it sounded difficult to put into practice, but thinking about a family-setting helped ideas take shape.
Coke has also devised thousands of customized pieces that Alex Ames, director of content and creative excellence, says can be used in social and digital outreach.
According to Shakir Moin, Coca-Cola’s chief of marketing for North America operations, touting multiple beverages in a single commercial, rather than giving time solely to soda sensations like Krest or Stoney Tangawizi, for example, can help Coca-Cola strike a connection that may result in more purchases of its goods.
This is not the first time Coca-Cola is experimenting on this marketing campaign idea.
In 2003, the company ran a print ad that appeared in news publications like The New York Times.
Additionally, it called attention to everything from Sprite ReMix and Coke Classic to Minute Maid lemonade and Odwalla carrot juice.
The pitch was launched partly to remind advocates of nutrition that the company made more than fizzy, sugary drinks.
Also, ten years later, the company launched a campaign in Asia that pushed Coke, Sprite and Fanta as three beverages that paired well with meals.
Consumer vs brand
Neither ad used what Shakir calls an approach that looks first at how consumers behave, rather than what the company is most interested in selling.
Executives at the iconic brand have known for years that the company makes products targeting a variety of consumers.
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This ranges from breakfast eaters to athletes and to those looking to satisfy a craving for something sweet.
Notably, now the company hopes to remind consumers that it can fit into many kinds of drinking occasions.
Furthermore, this is achieved particularly as patrons show increasing interest in slaking their thirst with something other than the company’s flagship sodas.
The new TV ad, which will appear in both 30- and 90-second versions, is expected to last six to eight weeks.
It indeed attests that it takes an army to make inroads with consumers.
