Coca-Cola dramatises memories of the first sip in adventures of a giant tongue

Coca-Cola wants its customers to think back to the moments and memories they associate with taking their first sip of its iconic fizzy drink.

Taste is one of the strongest senses out of the five. Just placing something tasty on the tip of your tongue has the capacity to send you back to pleasant memories of hazy summers of years gone by.

Building on this insight Coca-Cola has launched the ‘Magic Taste of Coca-Cola’ campaign, which centres on flashback adventures of a young woman and her giant animated tongue.

Created by Wieden+Kennedy, the spot opens with our protagonist caught in the pouring rain, trapped into a city that’s tired and dismal.

After she guzzles down a mouthful of Coca-Cola from the bottle clasped in her hand, her tongue unleashes itself upon her various memories associated with the first sip of cola.

The giant tongue travels back to a sunny beach, where our girl runs wild and free with her pals, before heading back a ski slope where she effortlessly glides down the snowy mountain. This scene then turns into a film that she’s watching in the cinema before they dance with friends at a house party.

The marketing campaign will include a 60-second TVC, complemented with 30- and 20-second spots, alongside out-of-home and digital experiential.

Discussing the launch of its ‘Magic Taste of Coca-Cola’ campaign, the fizzy drink's marketing director for western Europe, Walter Susini, said: “Coca-Cola has the unique ability to evoke positive feelings and emotions associated with special memories and this campaign celebrates that.”

He said that the creative dramatizes the magic of the Coca-Cola taste both figuratively with the animated tongue and emotionally through the memories associated with taking that first sip of an ice-cold Coca-Cola on a summer’s day.

Susini added: "We wanted to bring these moments to life and show that not only is Coca-Cola a delicious and refreshing drink, but that it also has the unique ability to bring back positive memories and associations of living your best life."

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.