In our world today, some would argue that there is a huge division among us; Coca-Cola has introduced a new brand platform in a bid to tackle social issues, with a new ad.
Coca-Cola’s new brand purpose: ‘Better when we’re open’ is aimed solely on creating empathy among its consumers. Before Christmas, Coca-Cola launched it’s Christmas campaign in a bid to unite migrants and the rest of the world. With their new platform, it is in a bid to unite the world, which seems to be growing more divided. This new brand platform is set to go across Europe.
Coca-Cola’s Western Europe Marketing Director, Walter Susini speaking at an event said:” There is a fundamental truth that no matter where you look today, in any country around the world, we are more divided than ever. Coca Cola is a brand that needs to embrace different angles and facets, and we need to talk about the problems that are relevant today. We will never shy away from social issues.”
The new ad is set to launch in the UK next week, and it shows a hectic US city environment aimed at reflecting the world we currently live in. It shows people shouting and screaming about who is right and who is wrong. Disagreements escalate and surrounding architecture begins to crumble; as those arguing are blind to the destruction surrounding them. The ad also features ‘Orange is the New Black’ star, Natasha Lyonne. Lyonne appears and says: “What if we all asked ourselves, ‘Could I be the one who’s wrong?’ Maybe things would change for the better.”
According to Walter Susini, this ad is just the beginning of how Coca-Cola plans to deliver this empathy platform. Susini admitted that marketing is “facing a difficult moment” as the market and consumer touchpoints become more complicated. However, he believes Coca-Cola can stay relevant in three key ways: purpose, experience, and talkability.
He explained: “You need to talk about your purpose (besides making money for your shareholders) and you need to create an experience. And lastly you need to create talkability. If you don’t care you don’t share.”
Susini concluded: “The worst thing that can happen is indifference. We have been around for so long because we have never been indifferent and we will continue not to be.”