|
Coca-Cola Canada has brought its “Pemberton” campaign to Canada. The marketing tells the story of John Pemberton’s original formula for Coke, and how it has gone unchanged for over 120 years.
The first TV spot, from Argentine agency Santo and adapted for Canada by MacLaren McCann, debuted during the Olympics.
“Given the eyeballs, we thought it was a great way to kick off the campaign,” said Jeff Shinozaki, group director of brands for Coca-Cola.
The ad focuses on how Coca-Cola has no added preservatives and no artificial flavours. It features the various bottle designs Coke has had over the years, with a voiceover explaining the secret formula for the pop has been unchanged since 1886. The spot retains soft drink maker’s “The Coca-Cola side of life” tag line.
“Consumers are actively engaged in reading ingredients,” said Shinozaki. And while marketing Coca-Cola as a health beverage wasn’t an option, the company decided to focus the campaign on the brand’s long history and unchanged formula.
“Authenticity and heritage are strengths of the brand,” said Shinozaki. Out of home, print and online advertising will be released Sept. 8.
