Coca-Cola has taken the first step towards its 'one brand' strategy by launching a new UK TV campaign promoting all of its varieties together instead of in separate ads.
The four Coke brands – Diet, Zero, Life and its original flavour – all feature in the What Are Your Waiting For ad by Ogilvy Amsterdam.
Bobby Brittain, marketing director of Coca-Cola Great Britain & Ireland, said: "
At Coca-Cola we have a rich 129-year long history in providing moments of happiness and with this campaign, we are motivating people to go further and to take action by choosing happiness.
“This campaign also marks the start of a new direction under our one brand strategy, and we have exciting plans which will bring this ambition to life over the next few months.”
The music was specifically written for the campaign and is performed by the Amsterdam-based rapper and producer HT.
The TV ad made its first appearance last night and will air for the next four weeks on TV and online throughout the summer. A 60-second version will be shown in cinemas throughout May.
Alongside the TV work, Coca-Cola will also release out-of-home advertising promoting the full choice of Coca-Cola variants.