PRESS RELEASE

The new campaign "Open That Coca-Cola" explores universal, wordless reactions to drinking a Coca-Cola. The campaign is supported by a brand new song created by Tyler, The Creator. At the same time, a further developed Coca-Cola Zero Sugar is also presented, which in addition to good taste also has a completely new packaging design.

The unique and refreshing taste of Coca-Cola has been enjoyed by people from all over the world for generations. It is an experience that only Coca-Cola can offer, an experience that is almost impossible to describe in words.

With the new campaign, they want to give consumers a new way to describe the experience. "Open That Coca-Cola" brings to life the first sip and the sounds used to convey the experience of pleasure: Ahhhh! Oooh! Yeah!

To bring the experience to life, Tyler, The Creator has created a new original song used in the campaign. The song brings to life the indescribable experience of drinking a Coca-Cola. Visionary artist Tyler, The Creator is a huge fan of the brand and has gotten to express the experience the way he does best: through music.

The campaign will be seen on TV, online, radio and via PR, consumer activations and interactive OOH. In parallel, fans are engaged in an ambitious activation in social media where they are invited to recreate the dance in the campaign and at the same time express their own experiences of Coca-Cola.

As an extension of the campaign, a further developed version of Coca-Cola Zero Sugar will be launched in the coming months. In addition to great taste, the new Coca-Cola Zero Sugar also has a new elegant packaging design that further enhances the experience

"Open That Coca-Cola" is a continuation of the company's "Open" platform, which aims to inspire people to be open to new opportunities and experiences and to remain optimistic in the current times.

- It was really cool to have the opportunity to work on a commercial for Coca-Cola, I am forever grateful. The end result was amazing, says Tyler, The Creator.

- The experience of drinking a Coca-Cola has always been beyond words - from the anticipation before the first sip to the full power of its taste and continuing to rediscover it every time you drink it. We are really excited to launch this campaign to celebrate this experience. Not through a single word but with music, movement and the universal language recognized by every person who experiences and loves Coca-Cola, says Walter Susini, SVP Marketing, Europe.

- The cool thing about this campaign is how we managed to combine the power of creativity with the power of our customer group, which enabled us to increase our efficiency. We have developed a communication platform that enables us to have a unique message and tone for different moments and occasions during the year. We can offer the same brand experience for all touch points. Ultimately, this enables us to deliver more but with less investment, says Souleymane Hamed, Coca-Cola Brand & Consumer Experience Director for Western Europe.

The commercial was created by Wieden+Kennedy London and was directed by Los Perez of Caviar Films with an original soundtrack by Tyler, The Creator.

Coca-Cola AB

Coca-Cola AB is responsible for the marketing of some of the world's best-known brands of non-alcoholic beverages on the Swedish market. The brands in our Swedish product portfolio are Coca-Cola®, Fanta®, Sprite®, MER®, Bonaqua®, Powerade®, fuzetea®, glacéau Smartwater®, Chaqwa® and Minute Maid®. In Jordbro outside Stockholm, Coca-Cola European Partners Sverige AB produces approximately 1.4 million liters of beverage every day. We have committed to reducing the number of calories we put on the market by 20% by 2020. Our PET bottles must consist of at least 50% recycled PET by 2020. For further information, please visit coca-cola.se.

Source:

https://www.mynewsdesk.com/se/coca-cola_drycker_sverige_ab/pressreleases/coca-cola-lanserar-ny-kampanj-gaar-bortom-ord-foer-att-uttrycka-upplessesen-av-att-dricka-en- coke-3076194