Coca-Cola’s Global One Brand Strategy and Sprite® Make Big Game Debut
The Coca-Cola Company Airs Two Ads Featuring More Products and Pack
Sizes than Ever Before on America’s Biggest Advertising Stage
ATLANTA–(BUSINESS WIRE)–Tonight marks two “firsts” for The Coca-Cola Company. Coca-Cola’s One
Brand strategy will be in the spotlight this year, with Coca-Cola®, Coke
Zero™ and Coca-Cola Life® together as one portfolio offering for the
first time during a Big Game broadcast. The ad, called “Love
Story,” reinforces to hundreds of millions of viewers that an
ice-cold Coca-Cola is a refreshingly delicious complement to any meal
and underscores the Company’s commitment to the global One Brand
marketing strategy in the United States. On America’s biggest
advertising stage, the ad will help drive further awareness for the
Coca-Cola portfolio’s low-and-no calorie options and variety of small
package sizes. Sprite®, one of the fastest-growing
U.S. brands, makes its first-ever Big Game appearance with an ad called “Tacos”
from the “Wanna Sprite” campaign, starring LeBron James.
“Love Story” is a celebration of Coca-Cola, peoples’ love affair with
food, and the satisfaction and pleasure drinking an ice-cold Coca-Cola
brings to a meal. This ad exemplifies the Company’s efforts to help
shape choice in the U.S. by highlighting Coca-Cola brands – Coke®, Coke
Zero and Coke Life™ – and small packs like the 7.5-ounce Mini Can and
the 8-ounce glass bottle. In the ad, Coca-Cola products, served with
dishes such as paella, tacos, BLTs, grilled flank steak and vegetables,
illustrates the universal truth that Coca-Cola makes any meal complete.
The ad was created by McCann Worldgroup. The 30-second ad will air
during the second quarter.
In “Tacos,” James, a Sprite brand ambassador since 2003, uses his
comedic acting chops to explain why he would never tell
fans to drink a cool, crisp, refreshing lemon-lime Sprite
because they already know how delicious it is. No matter whether people
are eating spicy tacos or sitting poolside on a hot, summer day, a Sprite
endorser would simply invite them to enjoy a Sprite by asking,
“Wanna Sprite?” In a series of TV spots and digital content, the “Wanna
Sprite” campaign gives a refreshingly authentic take on what it means to
be a Sprite endorser. The 30-second ad, directed by Neal Brennan
and created by Wieden + Kennedy New York, will air during the fourth
quarter.
“Advertising brands from across the Coke portfolio during the Big Game
offers an enormous opportunity to underscore our commitment to choice
and our variety of smaller pack sizes in the United States. This
platform also allows us to re-introduce fun and successful campaigns
from fast-growing brands, such as Sprite, to millions of people,” said
Stuart Kronauge, senior vice president, Brand and Strategic Marketing,
Coca-Cola North America. “Our Coca-Cola and Sprite ads deliver on
everything the Big Game is about: delicious foods, refreshing beverages
and the camaraderie of gathering with friends and family.”
During the pre-game broadcast, the Company will air “It’s
Beautiful,” which first debuted in the 2014 Big Game. The premise of
“It’s Beautiful” can be simply stated: America is beautiful and
Coca-Cola is for everyone. The story celebrates Coca-Cola moments among
all Americans and features snapshots of American families. “It’s
Beautiful” is a powerful ad that promotes optimism, inclusion and
celebrates humanity – values that are core to Coca-Cola. Since “It’s
Beautiful” first aired in 2014, it has continued to run across
television and cinema broadcast – including national holidays of
patriotism in America, such as July 4th and Memorial Day, and
major moments in national and international sport and entertainment,
like the football playoffs, New Year’s Eve, and several Olympic Opening
Ceremonies.
“This is our 11th consecutive year advertising in the Big
Game. Our 2017 strategic approach is decidedly different than recent
years in that we are broadcasting already-existing creative,” said
Kronauge. “We are excited to use this powerful platform to showcase two
campaigns that tell stories, which are loved by our fans, proven to
drive results for our business, and more important, illustrate the
simple pleasure drinking an ice-cold Coca-Cola or refreshing Sprite
brings to a meal.”
For more information on Coca-Cola’s global One Brand marketing strategy
and the “Wanna Sprite” campaign — including links to “Love Story” and
“Tacos” — please visit the links below:
- “Love Story” and “Tacos” on Coca-Cola Journey: www.coca-colacompany.com/BigGame2017
- “Wanna Sprite” on Coca-Cola Journey: http://www.coca-colacompany.com/wannasprite
- One Brand marketing strategy on Coca-Cola Journey: http://www.coca-colacompany.com/stories/taste-the-feeling-launch
For more on “It’s Beautiful,” visit Coca-Cola
Journey.
About The Coca-Cola Company
The Coca-Cola Company (NYSE:KO) is the world’s largest beverage company,
refreshing consumers with more than 500 sparkling and still brands and
more than 3,800 beverage choices. Led by Coca-Cola, one of the world’s
most valuable and recognizable brands, our company’s portfolio features
20 billion-dollar brands, 18 of which are available in reduced-, low- or
no-calorie options. Our billion-dollar brands include Coca-Cola, Diet
Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, vitaminwater, Powerade,
Minute Maid, Simply, DelValle, Georgia and Gold Peak. Through the
world’s largest beverage distribution system, we are the No. 1 provider
of both sparkling and still beverages. More than 1.9 billion servings of
our beverages are enjoyed by consumers in more than 200 countries each
day. With an enduring commitment to building sustainable communities,
our company is focused on initiatives that reduce our environmental
footprint, create a safe, inclusive work environment for our associates,
and enhance the economic development of the communities where we
operate. Together with our bottling partners, we rank among the world’s
top 10 private employers with more than 700,000 system associates. For
more information, visit Coca-Cola Journey at www.coca-colacompany.com,
follow us on Twitter at twitter.com/CocaColaCo,
visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com
or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
Contacts
The Coca-Cola Company
Abby Peck, 404-676-2312
apeck@coca-cola.com
