The brand has partnered with George The Poet for its first major campaign following Covid-19
'Open Like Never Before' features a poem from the award-winning spoken word artist, which marks a time of social and cultural change post-pandemic.
The campaign will include a programme of in-market activities throughout the rest of 2020 and into 2021, with the aim to support customers, hotels, cafes and restaurants and with a focus on local communities.
One part of the project will be the hospitality support programme. Launching in August, Coca-Cola customers will be provided with resources and expertise to create their own adverts for social media. Venues will also be provided with a media budget and ad space from Coca-Cola to host their advert so that they can promote that they are open again in their local area.
'This year, Coca-Cola was off air for the longest time in history as we redirected our support to relief efforts,' said Kris Robbens, marketing director for Coca-Cola Great Britain and Ireland, of the brand's seven-month on-air pause, its longest ever. 'The Open Like Never Before campaign is founded on the belief that we don’t just have to go back to normal following this huge change in everyone’s lives. Instead, it’s our ambition to move forward and make the world not just different, but a better, more open place.
'Most importantly, we’re using our platform to support and celebrate our customers and partners, many of whom are reopening their doors to communities after a very challenging time for the industry.'
This latest move follows a series of charitable acts from the brand. During the pandemic, The Coca-Cola Company has donated over $100m globally to organisations in the relief effort. In the UK, as well as donating over 1.5m drinks to workers on the frontline, Coca-Cola also partnered with charity food distributor FareShare to provide over 1m drinks to those in need, as well as donating advertising space to Crisis and Fareshare.
To get involved with the campaign, contact the team here: firstname.lastname@example.org