Taste is the focus – and the name – of the newest commercial in Coca-Cola Canada’ s ‘Real Cola Taste’ campaign which began airing earlier this month.
The creative builds on the first phase of the campaign, launched in April 1995, for Coca-Cola Classic.
That creative depicted teens expressing real emotions and challenged them to ‘Experience the Real Cola Taste.’
The three 30-sec. spots have aired in 20 countries around the world.
This year, the visuals are more abstract and symbolic, showing teens in situations that are more imaginary.
Stephen Blair, group creative director for Toronto-based MacLaren McCann, is once again behind the work along with a creative team that includes Jeff Lewis, Maura MacNeill and Catlin Stothers.
Blair says ‘We use words like `bold,’ `intense,’ `sharp,’ all words kids tend to use when they describe the taste of Coke, to remind people about the great taste of Coke in an inventive and graphic way.’
The contour bottle icon is again a major component of the creative.
Words describing the taste appear inside the bottle on one side of the screen, while on the other, images provide the viewer an interpretation of that word.
In the case of the word `bold,’ for example, a man is shown banging away on tribal drums.
‘The spot is layered in meaning and really designed to let the kids make their own minds up and get them involved in it,’ says Blair.
The television effort is supported with magazine ads and interior transit posters.
