Coca-Cola and Sprite’s New Brand Identity Makes Super Bowl Debut

February 5 marked two “firsts” for The Coca-Cola Company.

Coca-Cola’s One Brand strategy was brought in the spotlight in 2017, with Coca-Cola, Coke Zero and Coca-Cola Life together as one portfolio offering for the first time during a Super Bowl broadcast.

The ad, called “Love Story,” reinforced to hundreds of millions of viewers that an ice-cold Coca-Cola is a refreshingly delicious complement to any meal and underscores the Company’s commitment to the global One Brand marketing strategy in the United States. On America’s biggest advertising stage, the ad helped drive further awareness for the Coca-Cola portfolio’s low-and-no calorie options and variety of small package sizes.

Sprite, one of the fastest-growing US brands, made its first-ever Big Game appearance with an ad called “Tacos” from the “Wanna Sprite” campaign by Wieden+Kennedy, starring LeBron James.

“Love Story” is a celebration of Coca-Cola, peoples’ love affair with food, and the satisfaction and pleasure drinking an ice-cold Coca-Cola brings to a meal. This ad exemplifies the Company’s efforts to help shape choice in the US by highlighting Coca-Cola brands – Coke, Coke Zero and Coke Life – and small packs like the 7.5-ounce Mini Can and the 8-ounce glass bottle.

In the ad, Coca-Cola products, served with dishes such as paella, tacos, BLTs, grilled flank steak and vegetables, illustrates the universal truth that Coca-Cola makes any meal complete. The ad was created by McCann Worldgroup and aired during the second quarter.

“Advertising brands from across the Coke portfolio during the Big Game offers an enormous opportunity to underscore our commitment to choice and our variety of smaller pack sizes in the United States. This platform also allows us to re-introduce fun and successful campaigns from fast-growing brands, such as Sprite, to millions of people,” said Stuart Kronauge, senior vice president, Brand and Strategic Marketing, Coca-Cola North America. “Our Coca-Cola and Sprite ads deliver on everything the Big Game is about: delicious foods, refreshing beverages and the camaraderie of gathering with friends and family.”

During the pre-game broadcast, the Company aired “It’s Beautiful”, which first debuted in the 2014 Big Game. The premise of “It’s Beautiful” can be simply stated: America is beautiful and Coca-Cola is for everyone.

The story celebrates Coca-Cola moments among all Americans and features snapshots of American families. “It’s Beautiful” is a powerful ad that promotes optimism, inclusion and celebrates humanity – values that are core to Coca-Cola. Since “It’s Beautiful” first aired in 2014, it has continued to run across television and cinema broadcast – including national holidays of patriotism in America, such as July 4th and Memorial Day, and major moments in national and international sport and entertainment, like the football playoffs, New Year’s Eve, and several Olympic Opening Ceremonies.

“This is our 11th consecutive year advertising in the Big Game. Our 2017 strategic approach is decidedly different than recent years in that we are broadcasting already-existing creative,” said Kronauge. “We are excited to use this powerful platform to showcase two campaigns that tell stories, which are loved by our fans, proven to drive results for our business, and more important, illustrate the simple pleasure drinking an ice-cold Coca-Cola or refreshing Sprite brings to a meal.”

Source: Little Black Book

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