Source: Adweek
In Coca-Cola’s new print and outdoor campaign in the Middle East Ogilvy Dubai wanted to trully connect people and product, and what better way to do that than to make people into the product itself.
These new ads feature Coke cups, glasses and bottles filled with crowds of people, resembling fizzy bubbles of the iconic drink, with a very miniscule tagline of the company „Taste The Feeling“, printed on the crowd. Click the images to enlarge.
Ogilvy copywriter Aditya Hariharan told Adweek that the goal was to use the “Taste the Feeling” platform to celebrate incredible collective experiences. “We likened the feeling of drinking an ice-cold Coca-Cola to the feeling of being at a sold-out concert, and cheering alongside a stadium of fans,” he says.
The agency partnered with two photographers to bring the idea to life in the form of three classic Coca-Cola mediums—the bottle, the bell glass, and the iconic cup.
One of the ads was made last year and was shortlisted at Cannes. The others are new, Adweek notes.
