Coca-Cola plays up heritage in fresh ad campaign amid sluggish British sales and impending sugar tax. Coca-Cola is betting big on its 132-year-old recipe for a UK-wide campaign focused on the “original and authentic” taste of its flagship classic product as the brand faces both the challenge of putting the fizz back into sales and figuring out how to market smaller bottles at higher price points.
Launching April 6, 2018, the same day the UK government intends to impose a ‘sugar tax’ on soft drinks companies, the brand’s ‘We Do’ campaign is centred around how Coca-Cola classic has kept the same recipe for 100 years (except from a 79-day recess in 1985). Coca-Cola’s new creative will run across OOH, print media and social. It depicts the brand’s unmistakable logo adjacent to an emblem of Elvis Presley, alongside the tagline: ‘They don’t make ‘em like they used to. We do.’ The spots are intended to show that despite the changing world around it, the drink has kept the same "authentic and original taste" since its inception in 1886.
Source: elv75 / Updated: Apr 13, 2018