Coca-Cola’s Global One Brand Strategy and Sprite® Make Big Game Debut
February 05 2017 - 6:27PM
Business Wire
The Coca-Cola Company Airs Two Ads Featuring
More Products and Pack Sizes than Ever Before on America’s Biggest
Advertising Stage
Tonight marks two “firsts” for The Coca-Cola Company.
Coca-Cola’s One Brand strategy will be in the spotlight this year,
with Coca-Cola®, Coke Zero™ and Coca-Cola Life® together as one
portfolio offering for the first time during a Big Game broadcast.
The ad, called “Love Story,” reinforces 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 will help 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 U.S. brands, makes its first-ever Big Game
appearance with an ad called “Tacos” from the “Wanna Sprite”
campaign, 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 U.S. 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. The 30-second ad will air during the second
quarter.
In “Tacos,” James, a Sprite brand ambassador since 2003, uses
his comedic acting chops to explain why he would never tell fans to drink a cool, crisp, refreshing
lemon-lime Sprite because they already know how delicious it is. No
matter whether people are eating spicy tacos or sitting poolside on
a hot, summer day, a Sprite endorser would simply invite them to
enjoy a Sprite by asking, “Wanna
Sprite?” In a series of TV spots and digital content, the “Wanna
Sprite” campaign gives a refreshingly authentic take on what it
means to be a Sprite endorser. The 30-second ad, directed by Neal
Brennan and created by Wieden + Kennedy New York, will air during
the fourth 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 will air “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.”
For more information on Coca-Cola’s global One Brand marketing
strategy and the “Wanna Sprite” campaign — including links to “Love
Story” and “Tacos” — please visit the links below:
- “Love Story” and “Tacos” on Coca-Cola
Journey: http://www.coca-colacompany.com/stories/BigGame2017
- “Wanna Sprite” on Coca-Cola Journey:
http://www.coca-colacompany.com/wannasprite
- One Brand marketing strategy on
Coca-Cola Journey:
http://www.coca-colacompany.com/stories/taste-the-feeling-launch
For more on “It’s Beautiful,” visit Coca-Cola Journey.
About The Coca-Cola Company
The Coca-Cola Company (NYSE:KO) is the world's largest
beverage company, refreshing consumers with more than 500 sparkling
and still brands and more than 3,800 beverage choices. Led by
Coca-Cola, one of the world's most valuable and recognizable
brands, our company’s portfolio features 20 billion-dollar brands,
18 of which are available in reduced-, low- or no-calorie options.
Our billion-dollar brands include Coca-Cola, Diet Coke, Coca-Cola
Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade, Minute Maid,
Simply, DelValle, Georgia and Gold Peak. Through the world's
largest beverage distribution system, we are the No. 1 provider of
both sparkling and still beverages. More than 1.9 billion servings
of our beverages are enjoyed by consumers in more than 200
countries each day. With an enduring commitment to building
sustainable communities, our company is focused on initiatives that
reduce our environmental footprint, create a safe, inclusive work
environment for our associates, and enhance the economic
development of the communities where we operate. Together with our
bottling partners, we rank among the world's top 10 private
employers with more than 700,000 system associates. For more
information, visit Coca-Cola Journey at
www.coca-colacompany.com, follow us on Twitter at
twitter.com/CocaColaCo, visit our
blog, Coca-Cola Unbottled, at www.coca-colablog.com or
find us on LinkedIn
at www.linkedin.com/company/the-coca-cola-company.
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version on businesswire.com: http://www.businesswire.com/news/home/20170205005042/en/
The Coca-Cola CompanyAbby Peck,
404-676-2312apeck@coca-cola.com
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