Photo source: treehugger.com
The Atlanta-based soft beverages giant Coca Cola has been accused over the years of the fact that the high level of sugar contained in their signature sodas is high and that it can cause severe illness and obesity. In an attempt to ward off some of the criticism, Coca Cola created a new version of its iconic drink , that is based on the use of stevia and is healthier, called Coke Life. They created an emotional spot, with the help of ad agency SANTO Beunos Aires, which focuses on the challenges of parenting, while promoting the attributes of the new drink.
Coca Cola Life Focuses on Parenting
This international spot made in Argentina has taken the world of social media by storm. This kind of emotional video connects the brand with its consumers and creates a bond between them.
The spot follows the story of a young couple finding out that they are expecting a child, and explores the joy and the challenges they face. The story unfolds as they child is born and grows older, only for the parents to discover that they are expecting again. The ad communicates the message of family comfort, warmth and security while also highlighting the benefits of Coca Cola’s new Coke Life: the green version of Coke that uses eco-friendly materials for its packaging and packs fewer calories than the original version.
“Coca-Cola Life invites you to uncover your nature. This is what children do: although they make you work hard and sometimes things get complicated, bring out the best in us,” says the description of the video. In only a few weeks from its launch, the campaign garnered over 4 million views.
As always, Coca Cola manages to create an ad that makes you remember your memories with your families, the good times spent together, the warmth and nurture of your home, making this campaign one of the most heart –warming. I wonder when will Coke life reach Romania. Did you taste it already?
References: blog.getambassador.com, popsop.com
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