Coke to revive ‘Teach world to sing’ ad for Zero launch

Coca-Cola has remade its iconic “I’d Like to Buy the World a Coke” television ad to promote its new no-sugar variant, Coke Zero.

The famous 1971 feel-good ad, which was shot on a hilltop in Italy, has been recreated by Miami agency Crispin Porter & Bogusky. It was shot last week in Philadelphia and will break at the end of June in the US.

Coke Zero has just launched in the US; the strapline for the new ad will be “Everybody Chill”.

Instead of the legendary “I’d like to teach the world to sing in perfect harmony/I’d like to buy the world a Coke and keep it company”, it is believed the new ad contains the lines “I’d like to teach the world to chill, take time to stop and smile/I’d like to buy the world a Coke and chill with it for a while.”

Senior vice-president for Coca-Cola brands in North America Katie Bayne says bringing back the ad is “appropriate for the time”.

The no-calorie drink will be aimed at 18- to 34-year-olds, particularly males who have shied away from traditional diet drinks such as Diet Coke.

Coke Zero will be a direct rival of Pepsi One, the one-calorie version of Diet Pepsi.

When details of the drink were revealed earlier this year, director of marketing for Coca-Cola Zero Christine Holland said: “Coca-Cola Zero’s personality will be different from any of our other brands, and our marketing will reflect that with some fresh ideas that we haven’t tried before.”

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