Coca-Cola reveals its ‘point of view’ on diversity and inclusion in new campaign

The new brand ad sees both a brother and sister race to win the affection of the family “pool boy”.

Coca-Cola has unveiled the latest ad for its ‘Taste the Feeling’ campaign, including “a wink” to the company’s stance on diversity and inclusion.

The ad shows a brother and a sister race to win the affection of the family pool boy by being the first to offer him a cold Coca-Cola. Unfortunately for them, their Mum was just a bit faster.

It follows on from the ‘Brotherly Love’ ad, which came out early last year, and looks to deliver a “fresh” take on sibling rivalry. Just like the previous campaign, the brand looks to integrate “product benefits with emotional brand values”.

“We wanted to position an ice-cold Coca-Cola as the ultimate object of desire, but also tell an emotional, human story – pretty much following the spirit of the campaign to integrate product benefits with emotional brand values,” says the brand’s vice president of global creative Rodolfo Echeverria.

This campaign also touches on the brand’s values surrounding diversity and inclusive by featuring a teenager with a crush on the pool boy.

“This story has more layers, including a wink that touches on our point of view regarding diversity and inclusion. We are managing our culturally relevant messages organically within our campaign spots not as the main subject of the story but as sub-text,” Echeverria adds.

“As a global company, we strive for diversity, inclusion and equality in our business and support these rights in society and through our work.”

The campaign also fits with Coca-Cola’s ‘One Brand’ strategy, which sees its four variants – Coca-Cola, Diet Coke, Coca-Cola Zero Sugar and Coke Life – placed under one ‘master brand’. Any marketing activity will focus on the overall brand, without creating different personalities for its variants.

Coca-Cola has claimed that it has seen “green shoots”, having grown both retail sales and the overall Coca-Cola brand.

Hide Comments1 Show Comment
Comments
  • Jason Chastain 13 Mar 2017 at 2:40 pm

    Seemed more a “wink” to sex appeal, not diversity. What’s diverse about 4 dark haired, pale skinned people who may or may not be hispanic? And who cares? The ongoing absurdity that “diversity” somehow sells a product is a bunch of garbage that actually weakens a sales message. It’s no wonder they fell back on tried and true sex appeal instead.

  • Post a comment

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here