The launch of “Open Like Never Before” marks Coca-Cola’s return to the commercial airwaves in EMEA following a seven-month global advertising pause

Coca-Cola, a multi-time winner of the World Branding Awards, is encouraging people to be “open, like never before” as the world emerges from COVID-19 lockdowns through a new creative platform launching across Europe.

The brand’s film featuring the inspirational lines of London-born spoken word artist George “The Poet” Mpanga invites viewers to embrace change, to see possibility, and to better appreciate things they perhaps took for granted before the pandemic.

“‘Open Like Never Before’ is founded in the belief that we do not have to go ‘back’ to normal. Instead, we can all move forward and make the world not just different, but better,” said Walter Susini, VP of marketing, Coca-Cola Europe, Middle East and Africa (EMEA).

“As we move beyond quarantine, we are celebrating not only the physical reopening of our valued customers but also the reopening of our collective mindset. We see this crisis as an opportunity to be more open and more empathetic.”

Developed by 72andSunny Amsterdam, “Open Like Never Before” will extend to social and digital channels by inviting people to share their pledges to be #openlikeneverbefore. Outdoor creative will feature verses from the poem.

“I like being an ally and using my talents to lend a voice to things that are happening in real-time,” said George “the Poet.” “I think it’s important that we take a positive and optimistic approach to the pandemic, as it’s dominating everything aspect of our lives in 2020. Everyone has been forced to rethink what the future holds for them in the context of the changes we’re all experiencing, and I’m very glad we have this opportunity.”

The platform also includes grassroots programmes to support hard-hit hotels, cafes, restaurants reopening after a long hiatus. Small businesses can develop social media and outdoor advertising to spread the word of their reopening plans, via the digital Coca-Cola AdCreator, and amplified by media space donated by Coca-Cola.

“The power of the Coca-Cola brand, at its best, is the ability to go both really big and really small,” Susini said. “‘Open Like Never Before’ includes the universally optimistic message of the manifesto film, as well as a call to action for local communities to support their local businesses – door by door, restaurant by restaurant, bar by bar.”

He added, “This not a campaign. It’s an extension of our company’s purpose to refresh the world and make a difference. Together, we believe we make the most of this moment by emerging stronger and creating a better-shared future.”

The launch of “Open Like Never Before” marks Coke’s return to the commercial airwaves in EMEA following a seven-month global advertising pause. During this time, the company redirected resources to support COVID-19 relief efforts around the world and donated media space to charity partners. Together with our bottling partners and The Coca-Cola Foundation, The Coca-Cola Company has donated more than US$100m/£76.3m globally.

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