Coca-Cola Ireland has partnered with American musician Tyler, The Creator, for a new campaign called "Open That Coca-Cola", which celebrates the Coke experience.
According to Coca-Cola Ireland, a study conducted by YouGov revealed that people are lost for words when it comes to describing their favourite moments in life, with 66% of all Irish adults believing that the best experiences are difficult to explain with words, and 51% of people reportedly found it impossible to put the unique feelings that they experience when drinking a Coke into words.
74% of young adults (18 to 24 year olds) reportedly cannot compare the taste or experience of drinking a Coke with any other experience in the world, and 62% of 18 to 34 year olds reportedly said that the experience of drinking Coca-Cola goes beyond just taste.
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The purpose of the "Open That Coca-Cola" campaign is to bring to life the first sip of Coca-Cola and the expressions used to convey the taste and experience when drinking it, such as "Ahhhh!", "Oooh!" and "Yeah!"
Tyler, The Creator has expressed the Coca-Cola experience through music by creating an exclusive track for the campaign, which will be available on all streaming platforms from March 5.
As an extension of the campaign and rolling out across European markets over the coming months, an evolved Coca-Cola Zero Sugar will be launched.
The campaign is also being brought to life through a dance called the "Coca-Cola Kick-Shuffle", which will reportedly be revealed by an iconic global social star known for her moves in the coming weeks.
Tyler, The Creator Statement
Tyler, The Creator stated, "It was really cool to have the opportunity to work on a Coke commercial, forever grateful. The end result came out amazing."
Coca-Cola Ireland Marketing Manager Statement
Meanwhile, Coca-Cola Ireland marketing manager Karen O'Shea commented, "We're excited to launch this campaign to share with everyone what the uplifting and refreshing experience of enjoying a Coca-Cola really feels like, one we know so many fans around the world enjoy and we hope even more people try as well. We cannot wait for people to hear Tyler, the Creator's new song, and the 'Coca-Cola Kick Shuffle' is full of fun moves that anyone can try out. Keep an eye on social over the coming months to see us bring #OpenThatCoke to life with influential Irish faces."
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