Coca-Cola launches new campaign that goes beyond words to express the indescribable experience of drinking a Coke

Coca-Cola launches new campaign that goes beyond words to express the indescribable experience of drinking a Coke

• In a poll, 25% of people in Great Britain found the taste and experience of drinking a Coke indescribable
• The new campaign, “Open That Coca-Cola”, explores universal, non-verbal reactions to drinking a refreshing Coca-Cola and is supported by a brand-new track crafted by Tyler, The Creator
• Campaign will be supported by an evolved Coca-Cola Zero Sugar, offering consumers not only a great taste, but a sleek, brand-new Coca-Cola Zero Sugar packaging design

The unique, refreshing taste of Coca-Cola has been uplifting the world for generations. It’s an experience that only enjoying a Coca-Cola can offer, yet one that’s nearly impossible to describe in words.

That’s why, in 2021, Coca-Cola wants to share with everyone what a Coke experience is all about, whether it’s Coca-Cola Original Taste, Coca-Cola Zero Sugar or any of its flavour variants, by giving new drinkers a way to describe its beyond-words sensation.

Via a brand-new campaign launching today, it brings to life the first sip of Coca-Cola and the expressions we use to convey its great taste and experience of upliftment, and enjoyment when drinking it: Ahhhh! Oooh! Yeah!

Bringing to life the whole experience, Tyler, The Creator has created a new, original track featured in the campaign, which truly brings to life the iconicity of a Coca-Cola through a unique interpretation highlighting this indescribable experience. Encapsulating that undefinable experience, Coca-Cola has found the perfect partner in Tyler, The Creator. The visionary artist is a long-time fan of the brand and shares an authentic originality, allowing him to express the Coca-Cola experience in the way he knows best: through music.

The campaign will be launched via TV, online video and radio advertising, as well as interactive Out Of Home advertising, shopper activation, PR and an ambitious digital and social media approach where fans are invited to recreate the dance and express their own Coca-Cola experience on their own social media channels.

As an extension of the campaign and rolling out across European markets over the coming months, an evolved Coca-Cola Zero Sugar will be launched, offering consumers not only a great taste, but a sleek, brand-new Coca-Cola Zero Sugar packaging design, enhancing consumers Coke experience even further.

The campaign continues the company’s ‘Open’ platform, which aims to inspire and uplift people to being open to new possibilities and experiences and remaining optimistic amongst the ongoing and challenging times.

Tyler, The Creator, said: “It was really cool to have the opportunity to work on a Coke commercial, forever grateful. The end result came out amazing.”

Walter Susini, SVP Marketing, Europe commented: “The experience of enjoying a Coca-Cola has always been beyond words - from the anticipation of that first sip, to the full power of its taste and the continuous rediscovery each time you drink it. We’re really excited to launch this campaign to celebrate and express the iconicity of the experience, not through one single word, but through music, movement and a universal language that can be recognised by each person that experiences and loves Coca-Cola.”

Souleymane Hamed, Coca-Cola Brand & Consumer Experience Director for Western Europe added: “What is brilliant about this campaign is how we have merged the power of Creative and Connections to be able to increase our efficiency and effectiveness in our overall plan. We have developed a modular communication platform that enables us to have one unique message and tone of voice across the different moments and occasions of the year in all touchpoints to push the brand experience. Ultimately, this enables us to deliver more with less investment”.