Coca-Cola Great Britain has unveiled the next phase of Choose Happiness, the first campaign under its new ‘one brand’ strategy.
Following on from the ‘What Are You Waiting For?’ TV ad released in May 2015, the brand launched ‘Choose Coca-Cola’ – a new ad which showcases its full range.
Created by Ogilvy Amsterdam, it aims to brings to life the characteristics of each variant together for the first time. The ad also references the heritage of the brand and includes an array of cultural moments across the decades, from the 1890s, through to the 80s and 90s, and up to the present day. It features electro soundtrack, ‘Honeytrap’ by British music group ‘We Have Band’.
Bobby Brittain, marketing director of Coca-Cola Great Britain & Ireland, said it was a “really exciting time for us because, for the first time ever, we have brought all four variants together under one umbrella. It marks a significant step change in our approach to marketing Coca-Cola and it really brings to life the unique characteristics of each drink within the range.”
New outdoor ads featuring London landmarks and references will also run across the capital, including the Coca-Cola London Eye.
Alongside the new creative, the brand will also run a new on pack promotion to help consumers capture the “moments that make them happy” across the summer. Up to 1m selfie sticks will be up for grabs on 500ml bottles of Coca-Cola across all variants from the start of the month.