2023-07-12 08:00:40
Coca Cola it’s everywhere in the best restaurants. This is the message launched by the new campaign of the US brand. The creative agency VMLY&Rwhich drove Open X’s WPPdemonstrated this with the signs and menus of various US venues.
The team has in fact embarked on a long journey across the USA to photograph the American landscape of restaurant signs which clearly display the logo of the brand associated with their food, considered the best.
“On one thing we agree”
This is the claim that dominates the latest photos of the campaign. Each sign advertises their restaurant’s food as number 1: for example, “best pizza”, “#1 burger”, “king of falafel”. The common element is that each of them is accompanied by the presence of the drink.
Coca-Cola becomes a plus that enhances the product. Who says that? Certainly not the company, which limited itself to registering the fact and enjoying it virtually free . An alternative form of word of mouth that has made it the involuntary object of the observation of its position in the beverage world.
While every billboard is different, and bills itself as the place to savor the best food, everyone agrees that the best drink to go with it is Coca-Cola. In the fight between the best, the winner is already decided.
Everywhere with the first courses
“One thing we agree on” mentions the company in the photos of the campaign, initially launched on billboards and newspapers, and then extended to social media.
From the rustic trattoria, to the starred restaurant, to fast-food, to the pizzeria. From the most luxurious districts to the suburbs, there is always Coca-Cola, the symbol of globalization that brings everyone together.
The agency, which has been dealing with the brand for two years, has taken the product name out of its comfort zone, demonstrating its flexibility. All with simplicity and cunning. He demonstrated that the drink maintains an undisputed supremacy, without declaring it but making others admit it, with facts. Coca-Cola limited itself to photograph the evidence and show it.
The resulting message is intuitive: why should the best food be accompanied by Coca Cola? Because it is the right drink for every taste.
The combination of Coca-Cola and food in Italy
The drink is not new to the combination with food in their campaigns. Also in Italy, in 2018, she launched a campaign similar to the US one, in which she was accompanied by various Italian dishes.
“We realized that in Italy people cook well and talk regarding food before, during and following meals. Coca-Cola can play a role in this” explained Annalisa Fabbri, Marketing Manager of Coca-Cola Italia. Hence the Latin claim “Of tastes”, to indicate that the food you like is not as important as the moment in which Coca-Cola brings people together at the table.
The campaign was joined by an event which involved the temporary installation of five chiringuitos in Milan. The participation involved tasting some specialties to decide the best one.
The challenge saw opposing: baked chicken VS devilled chicken, meat burger VS vegetarian, sausage VS salamella, piadina with raw ham VS cooked ham, simple sandwich VS stuffed. All rigorously accompanied by Coca-Cola.
Coca-Cola creative campaigns
The creative agency that followed the campaign “One thing we agree on”, is not new to highly creative projects. Last spring he launched the campaign, once more for the brand with the double C “I see Coke” in the Middle East. Consumers in the Middle East can receive a voucher via email for the purchase of a drink by communicating with Alexa. While watching films and television programs (suitably selected in a specific catalog by the creative agency), every time the product appears on the screen, the user is invited to say “I see Coke”.
“It’s a one-of-a-kind vocal campaign” Santiago underlined Cony Etchartcreative strategy director, The Coca-Cola Company Eurasia e Middle East.
Also in this case, the promotion of the most famous drink in the world is connected to the sense of sight. And once once more it is the others who select their presence (as in the case of the previous campaign). The company only collects the tags.
The history of Coca-Cola slogans
When the brand name was conceived, in 1886 by Frank M. Robinson (partner of the founder John S. Pemberton), the double “C” was specifically chosen, as they were considered excellent for . The history of Coca-Cola’s slogans is long and full of expressions which, over time, have entered the collective imagination.
Let’s see the most significant passages:
The company’s first clam was published in the Atlant Journal in 1886. “Delicious and refreshing” were the words used until 1920; In 1890, the previous slogan was added “Coca-Cola gives you momentum and sustains you”, developed by Massengale archyde news agency of Atlanta; Subsequently the task was entrusted to the D’arcy agency in St. Louis, thus starting a forty-year collaboration. There were several claims developed over the years: the first was “Every time you see an arrow think of Coca-Cola”, “Good to the Last Drop” from 1907, “Thirst knows no season” of 1922 or “The Pause That Refreshes” first appeared on The Saturday Evening Post in 1929; In 1956 the McCann Erikson agency took over and developed the idea “Really quench your thirst”; In 1963 Bill Backer’s musical stacchetto arrived, “Everything is better with Coca-Cola”, used for 6 years. The same author also signed the famous “I’d like to buy the world a coke” (in the Italian version I would like sing along with butter) of 1971; Since 1993 the most recent claims have arrived, such as “Sempre Coca-Cola”, “Taste the feeling” e “Real magic”.
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