Coca-Cola has this week launched the first TV ad under its new ‘one brand’ marketing strategy.
Created by Ogilvy Amsterdam, the ad is called What Are You Waiting For and is designed to encourage consumers to ‘choose happiness’. It features a song written for the campaign and performed by Amsterdam-based rapper and producer HT, who has previously worked with DJ Grandmaster Flash, Rakim and Jungle Brothers.
The TV ad broke on Friday (1 May) and will run for four weeks. It will also be available online throughout the summer, while a 60-second version will be shown in cinemas throughout this month. Running alongside the ad will be outdoor posters promoting the range of Coca-Cola variants.
In March, Coke unveiled a radical marketing shake-up that has brought its four sub-brands – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – under a single umbrella brand. Previously, the four ranges had been treated individually but will now be marketed as variants of a single Coca-Cola brand.
“This campaign also marks the start of a new direction under our one brand strategy, and we have exciting plans which will bring this ambition to life over the next few months,” said Coca-Cola Great Britain & Ireland Marketing Director Bobby Brittain, “At Coca-Cola we have a rich 129-year long history in providing moments of happiness and with this campaign, we are motivating people to go further and to take action by choosing happiness.”