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Coca-Cola: Open that Coca-Cola by Wieden+Kennedy

Client: Coca-Cola
Date: Feb 2021
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The unique, refreshing taste of Coca-Cola has been uplifting the world for generations. It’s an experience that only enjoying a Coca-Cola can offer, yet one that’s nearly impossible to describe in words. That’s why, in 2021, Coca-Cola wants to share with everyone what a Coke experience is all about, whether it’s Coca-Cola Original Taste, Coca-Cola Zero Sugar or any of its flavour variants, by giving new drinkers a way to describe its beyond-words sensation.

This campaign aims to bring to life the first sip of Coca-Cola and the expressions we use to convey its great taste and experience of upliftment, and enjoyment when drinking it: Ahhhh! Oooh! Yeah!

Bringing to life the whole experience, Tyler, The Creator has created a new, original track featured in the campaign. The visionary artist is a long-time fan of the brand and shares an authentic originality, allowing him to express the Coca-Cola experience in the way he knows best: through music.

The campaign will be launched via TV, online video and radio advertising, as well as interactive Out Of Home advertising, shopper activation, PR and an ambitious digital and social media approach where fans are invited to recreate the dance and express their own Coca-Cola experience on their own social media channels.

As an extension of the campaign and rolling out across European markets over the coming months, an evolved Coca-Cola Zero Sugar will be launched, offering consumers not only a great taste, but a sleek, brand-new Coca-Cola Zero Sugar packaging design, enhancing consumers Coke experience even further.