Coca-Cola Ireland has launched a new campaign called "Open Like Never Before".
Featuring a manifesto poem written specifically for Coca-Cola by award-winning spoken word artist George The Poet, the campaign aims to mark a time of social and cultural change post-coronavirus pandemic, and to encourage people to be "open like never before" and appreciate what was perhaps previously taken for granted while finding opportunities in the "new normal" environment.
The campaign, which was created and developed by 72andSunny Amsterdam, will involve a new television commercial featuring George The Poet, and a hospitality venue support programme that will launch in September and provide a targeted group of bars, cafés and restaurants with resources and expertise to create their own adverts for digital communications. Venues will also be provided with a media budget and advertising space donated by Coca-Cola to host their advert as a way to communicate that they are once again open for business.
Aiming To Make The World "A Better, More Open Place"
Coca-Cola Ireland country manager Petre Sandru stated, "This year, Coca-Cola was off air for the longest time in history as we redirected our support to relief efforts. The 'Open Like Never Before' campaign is founded on the belief that we don't just have to go back to normal following this huge change in everyone's lives. Instead, it's our ambition to move forward and make the world not just different, but a better, more open place.
"Most importantly, we're using our platform to support and celebrate our customers and partners, many of whom are reopening their doors to communities after a very challenging time for the industry."
© 2020 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.