Coca-Cola rolls out two new spots to introduce consumers to more products and pack sizes across America’s biggest advertising stage.
Solidifying its ‘one brand’ strategy, Coca-Cola and its Zero and Life extensions are taking centre stage as a single portfolio offering for the first time at this year’s Super Bowl. Coming out strong with Love Story, the spot seeks to reinforce to hundreds of millions that the beverages are complementary to any meal.
Across America’s biggest advertising stage, the advertisement is helping drive awareness around the brand’s low- and no-calorie options as well as a variety of small package sizes. The film is meant to exemplify the company’s efforts in shaping choice in the United States by using the diversity of variety.
In the commercial, Coca-Cola products are captured as accompanying an assortment of dishes to include paella, tacos, BLTs, vegetables, grilled steaks, and more. Created by McCann Worldgroup with the aim to illustrate that the featured selections complete any meal, the 30-second commercial is scheduled to air during the tournament’s second quarter.
Meanwhile, Sprite has moved to make its Big Game debut with an execution titled Tacos as part of an ongoing push starring basketball legend, LeBron James. As brand ambassador since 2003, the athlete taps into his comedic prowess to attract added affinity for the refreshment.
Featuring a series of broadcast spots and digital content, the Wanna Sprite campaign affords viewers an authentic take on what it means to be an endorser of the carbonated lemon-lime concoction. Directed by Neal Brennan and created by Wieden + Kennedy New York, the ads are slated for the fourth quarter.
For the brand’s pre-game broadcast strategy, a recurring classic—It’s Beautiful—was set to take the lead. Premiered during the Super Bowl of 2014, the creative is inspired by the message of optimism, inclusion, and humanity. The ad has continued to run across television and via cinema broadcasts nationwide.
“Our 2017 approach is decidedly different than recent years; we are broadcasting already-existing creative. We are using the platform to showcase two campaigns which tell stories that are proven to drive results,” said Stuart Kronauge, SVP, Brand and Strategic Marketing for Coca-Cola North America.
Coca-Cola was a global winner of the 2016-2017 World Branding Awards in the Beverages – Softdrinks category.