The Coca-Cola Company’s Post

The Coca-Cola Company 's "It's Magic When the World Comes Together" is a masterstroke in Olympic advertising. This campaign not only captures the spirit of unity but also reinforces Coca-Cola's global brand identity. 🥇 For agencies, there's a lot to unpack here: the power of emotional storytelling, the importance of cultural relevance, and the art of aligning brand values with a global event. Watch the ad here ⬇️ #CocaCola #Paris2024 #Olympics #Marketing #BrandBuilding #Advertising

What’s our top takeaway from Cannes Lions 2024? Challenger Thinking is essential. Brands pushed the boundaries, took risks and tapped into their funny bones to break through the sea of sameness and challenge the status quo. Read Sarah Tilley's Cannes Lions 2024 Wrap Up to see how Challenger Thinking was rife at this year’s festival. https://lnkd.in/eQZr9Aku #CannesLions2024 #ChallengerMindset

Timeless Lessons: Rediscovering Iconic Ads Day 2 Coca-Cola's "Hilltop" ad from 1971 is renowned for its message of unity and peace. Featuring a diverse group of people singing "I'd Like to Buy the World a Coke," it became an anthem for harmony and global togetherness. The ad resonated deeply with audiences worldwide, enhancing Coca-Cola's brand image as a symbol of happiness and community. Key Takeaways: Universal Themes: Tap into themes like unity and peace with broad, emotional appeal. Music: Utilize memorable music to create an emotional connection and enhance recall. Diversity: Showcase diverse groups to promote inclusivity and global reach. By focusing on a universal message and inclusive imagery, Coca-Cola positioned itself as a global unifier. Let’s aim to create content that transcends boundaries and connects on a human level. #cocacola #hilltopad #globalunity #branding #advertising #marketing #ad #advertising

The magic of macro to micro thinking: Exhibit 1 bellow: the new ad for Heinken by LePub => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team scored => called wife => repeat calling wife to ensure future wins => invite others to call wife for more luck Exhibit 2 in the first comment: the 2023 Cannes Lions award winning Tide ad by Saatchi & Saatchi (We Are Saatchi) => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team won => lucky jersey => can’t wash jersey to keep the luck inside => repeat wearing lucky stinking dirty jersey Same starting point. Different brand narrative. Different thinking destination. One of many destinations. Lovely to see it in action. Every macro observation is just the beginning of a magical journey to a unique micro observation which leads to a different savvy insight. KEEP DIGGING! 😊 #StructuredCreativeThinking #MicroCreativeThinking #Macro2Micro #KeepDigging #Insights #Creativity Cannes Lions International Festival of Creativity The HEINEKEN Company #HardcoreFans

How to choose 4 cocktails from one spirit in one banner? Beam Suntory & Cavai figured it out for the brand ROKU Gin Great promotions and excellent team work! Thanks Alyona Dvornikova and her dream team 🔝 🔝 🔝 Special thanks to Carat and Alvaro Morales Monzó in optimizing the campaigns in terms of engagements (improving the results substantially 🚀 ) #programmatic #Media #Strategy

How does The HEINEKEN Company systematize below-the-line creative excellence? Hear from Lalo Luna, Heineken’s Global Strategic Insight Leader, on how Heineken established and deployed standards for excellence, and how they use SellCheck, Inc. to help measure creative excellence.

How does The HEINEKEN Company systematize below-the-line creative excellence? Hear from Lalo Luna, Heineken’s Global Strategic Insight Leader, on how Heineken established and deployed standards for excellence, and how they use SellCheck, Inc. to help measure creative excellence.

Day 5 | Let’s Talk Marketing 🌍 Finding Common Ground Over a Beer 🍻 Heineken's "Worlds Apart" campaign reminded us all of a simple truth – we’re not as open as we think, but when we take a moment to listen, we often find we have more in common than we realize. Despite differences in opinions, backgrounds, and beliefs, connection is possible. 💡 By bringing people with polar opposite views together over a beer, Heineken sparked a global conversation about setting aside labels and finding common ground. 🎯 The impact? 7.3% increase in beer sales 🍺 80% of consumers felt Heineken was a brand for them 🤝 50M+ views of the "Worlds Apart" film 👀 Moral of the story? When we choose to listen, even the most divided people can come together. Cheers to connection! 🥂 https://lnkd.in/g3VJDwKm #Marketing #Storytelling #BrandImpact #ConnectionOverDivision

Embracing Creativity: @Coca-Cola's Inclusive Brand Strategy 🥤 Coca-Cola's recent campaign, "Every Coca-Cola is Welcome," beautifully highlights the brand's ongoing celebration of diversity and creativity. In a bold move away from traditional copyright protection, Coca-Cola, with the help of Open X (part of WPP), showcases the reinterpretation of its iconic logo through street art across Brazil, Mexico, Indonesia, Australia, and the US. 🌍 This campaign not only reflects the physical art but also integrates these expressions into Coca-Cola's branding touchpoints, enhancing their cultural and emotional engagement. Supported by a series of content on YouTube and Instagram, the initiative features interviews with store owners, bringing personal stories to the forefront of their branding strategy. 👥 Islam ElDessouky, Coca-Cola's Global VP of Creative Strategy, shares that the core of this initiative is authenticity, connection, and uplifting communities. This approach is not just about appreciating shopkeepers but also about inspiring customers to see Coca-Cola as more than a product but as a culturally meaningful brand. 🚀 The collaboration with agencies like VML, EssenceMediacom, and Ogilvy PR underlines the power of creative partnerships in crafting compelling marketing narratives. Coca-Cola's method of working with WPP as an "open source" hub exemplifies how brands can leverage global creativity to stay relevant and resonate with diverse audiences. 🔍 This campaign is a brilliant example of how embracing community artwork can transform a brand’s image from a corporate symbol to a personal and inclusive expression. Coca-Cola's strategy of integrating cultural relevance with business practices not only enhances brand loyalty but also sets a new benchmark for how brands can interact with and celebrate their consumers' creativity. The Coca-Cola Company #MarketingStrategy #BrandEngagement #CocaCola #CreativeCampaign #DiversityInBranding

This Heineken commercial video is moving. Our shared humanity is deeper than our differences, and when we are driven by curiosity rather than the will to win an argument, beautiful and respectful relationships can be formed. A respectful relationship is about loving and respecting each other despite our differences in beliefs and views. In the past year, I have become friends with people whom I never thought I could even sit with, because I would make personal assumptions based on their words and beliefs without truly knowing them. It took a moment of curiosity: 'I am curious to understand your thoughts because I am not able to see what you see. Help me see what I can’t see.' Curiosity opened my mind and my world, helping me understand things I previously struggled to grasp. More importantly, I realized that having strongly different views does not necessarily mean that we lack shared values that can foster bonds and develop into beautiful relationships. This is what we should strive for and teach our students: communicate to understand, communicate to seek the truth rather than to win arguments, and view disagreements as potential invitations to improve ideas or beliefs.