Coca-Cola has launched a street photography campaign in Norway, highlighting its connection with Mexican taco culture. In Mexico, tacos are often paired with Coca-Cola, as the two are seen as complementary in flavor; this strong association is evident at authentic taco stands, where Coca-Cola branding is featured on crates, signage, umbrellas, napkin holders, stools, fridges, and glass bottles.
The campaign brings this cultural link to other regions with a passion for tacos. It showcases a series of street photographs of Mexican taco stands, paired with the assumed tagline that wherever there might be tacos, there's Coca-Cola. This emphasizes Coca-Cola’s place within this specific niche food experience.
In Norway, the campaign is featured across various out-of-home assets, including a transformation of Oslo’s central station into a gallery-like atmosphere. Moreover, the black-and-white imagery captures the authenticity of taco stands, giving Norwegian consumers a glimpse into Mexico’s vibrant street food culture.
Naturalistic Taco Stand Campaigns
Coca-Cola Launched a Street Photography Campaign in Norway
Trend Themes
1. Cultural Fusion Marketing - Blending local traditions with global brands, campaigns like Coca-Cola's street photography bring cross-cultural connections to the forefront.
2. Authentic Experience Positioning - Highlighting the genuine ambiance of Mexican taco stands, the campaign elevates consumer engagement through real-world authenticity.
3. Localized Global Campaigns - Adapting international marketing strategies to resonate with local audiences, Coca-Cola's Norway campaign illustrates global reach with local impact.
Industry Implications
1. Beverage Industry - Leveraging cultural associations to enhance brand loyalty, Coca-Cola taps into the synergy between beverages and local cuisines.
2. Food and Beverage Marketing - Using street photography to build a narrative, this campaign demonstrates how storytelling can deepen cultural and brand ties.
3. Outdoor Advertising - Transforming public spaces, such as Oslo’s central station, into immersive galleries showcases a novel approach to out-of-home advertising.