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Current Site: Nigeria
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Current Site: Nigeria
In April, Coca-Cola temporarily suspended all planned marketing activity, redirecting resources instead towards supporting our communities and customers. Our System and The Coca-Cola Foundation, pledged to donate more than $100m globally to organisations leading local relief efforts.
Now Coca-Cola is returning to the air with a new campaign. Open Like Never Before, created and developed by agency 72andSunny Amsterdam, marks a time of cultural and social change for the world as we emerge from the pandemic. It begins with a manifesto written specifically for Coca-Cola by the award-winning spoken word artist, George The Poet.
That manifesto is founded in the promise of new possibilities discovered through lockdown and calls on us all to be "open, like never before", appreciating things from a new perspective. The words of George encourage us to be "open to change" and to look for the opportunities in this 'new normal'.
Walter Susini, WEBU Marketing Director, says: "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. It supports and celebrates our customers too, including local hotels, cafes and restaurants, many of whom will be reopening their doors to communities after a very challenging time for the industry, but who have always been at the heart of our social fabric."
The broader Open Like Never Before campaign (#OpenLikeNeverBefore) will also invite the public to participate, asking people to tell each other and the world what they want to be different, and how they pledge to be open like never before.
"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. It supports and celebrates our customers too, including local hotels, cafes and restaurants, many of whom will be reopening their doors to communities after a very challenging time for the industry, but who have always been at the heart of our social fabric."
Walter Susini WEBU Marketing Director