In New Campaign, Coke Pairs Beverage with Paella and Lobster
Coca-Cola wants consumers to get the idea that a nice cold bottle of Coke goes with all kinds of epicurean and home-made dishes, not just pizza, hot dogs and burgers. How about Coke and Paella? Coke and Lobster?
A new TV spot features young people preparing seafood dishes and other meals while enjoying a mini-Coke. Influencers, in particular food bloggers, are pushing the campaign to their fans and followers posting yummy looking dishes paired with a Coke. Coke Light and Coke Zero are also part of the campaign.
Sales of Coke have been steadily declining over the past decade as consumers move to less sugary beverages. The campaign is aimed at Millennials, who often think of drinking Coke with fast food, to change that behavior to suggest that Coke can compliment all kinds of food.
The campaign is reminiscent of the 1969 campaign, “Things go better with Coke.” Songwriters, The Limelighters, wrote the popular campaign tune, “Things Go Better With Coca-Cola.” The vagueness of the word “things” let Americans identify Coca-Cola with whatever they wished. Read the article and watch the Coca-Cola #Paella video:
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