Coca-Cola, the beverage giant, has unveiled its first advertising campaign post-Covid-19, tagged ‘Open Like Never Before’.
Through the “manifesto for change” commercial inspired by manifesto poem written by George “The Poet” Mpang, the spoken word artist and targeted at EMEA market, Coke searches for purpose amidst the coronavirus pandemic.
Commenting on the new creative campaign, Manager Public Affairs, Communications and Sustainability at Coca-Cola Nigeria, Amaka Onyemelukwe, said in a LinkedIn post that the pandemic has caused hardship and loss, but also selflessness, courage, countless acts of kindness, as well as an appreciation of the many things that we might previously have taken for granted.
“As we emerge into this new normal, our new campaign champions an optimism about what we have all learnt that will help us to take this moment and make it count; to be open, like never before, because open minds are the most powerful thing we have,” she said.
Walter Susini, Senior Vice-President Marketing, EMEA, The Coca-Cola Company, also said in a LinkedIn post: “When we all went into lockdown, it was clear at least to us that we needed to respond, and empathy was the lighthouse that guided our actions. We decided that as a company it was important for us to come off air and redirect our resources instead to our most critical priorities – doing everything possible to ensure our employees’ safety and well-being, as well as focus our efforts on how we could make tangible difference for our partners, for the people and for the communities out there. Time to go back, open like never before.”
Also in his comments, George ‘The Poet’ said: “The underlying message of this campaign is close to my heart. During my career, I’ve always had to be open to the idea of change, switching from rap to poetry, from music to podcasts. Being open gives you an advantage in all aspects of life. Covid-19 gave me a moment to reflect at a time when the world came to a standstill; made me more patient and adapt to different ways of working. Going forward I’m going to do what I can to seize the moment and be open to change like never before.”