Coca-Cola GB has unveiled a brand-new campaign, Open Like Never Before.
Featuring a manifesto poem written specifically for Coke by award-winning spoken word artist George The Poet (pictured), the campaign aims 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 break from TV, the longest ever for the soft drinks giant, which saw the brand redirect resources to support relief efforts around the world.
In Great Britain, as well as donating over 1.5 million drinks to those working on the front line, financial support was shared with long-term partner FareShare, the UK’s leading charity food redistributor, to provide the equivalent of nearly two million healthy meals and over one million drinks to those that need them most. The company also donated advertising space, including the famous Piccadilly Sign to charity partners, Crisis and FareShare, to promote their fundraising messages.
Marketing activities will run for the rest of the year and into 2021. These include a fully integrated marketing campaign including a new TV ad fronted by George The Poet, supported by video-on-demand, digital and out-of-home activity.
Kris Robbens, Marketing Director for Coca-Cola Great Britain and Ireland, commented: “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.”