Coca-Cola's Man-Made Rainbows Celebrate South Africa's Rainbow Nation
Laura McQuarrie — April 24, 2014 — Marketing
References: cocacola.co.za & brandingmagazine
Coca-Cola's Rainbow Nation pays tribute to 20 years of democracy in South Africa, which is timely because April has also been dubbed Freedom month. The term "Rainbow Nation" was coined years ago by the Archbishop Desmond Tutu, describing the diversity of South Africa's people. To create a truly memorable way to mark the celebration of Freedom Day, Coca-Cola literally created its own rainbows.
FCB Johannesburg set up giant Coca-Cola billboards throughout the city of Johannesburg and wherever they were, a rainbow was directly overhead. These man-made rainbows were conjured up with sunlight, some complex calculations and the use of non-drinkable, recycled water.
Certain spots provided the perfect place for photo ops, playing in the mist and enjoying a can of Coca-Cola at the end of the rainbows. Since Coca-Cola is all about sharing moments of happiness, this campaign was definitely a success.
FCB Johannesburg set up giant Coca-Cola billboards throughout the city of Johannesburg and wherever they were, a rainbow was directly overhead. These man-made rainbows were conjured up with sunlight, some complex calculations and the use of non-drinkable, recycled water.
Certain spots provided the perfect place for photo ops, playing in the mist and enjoying a can of Coca-Cola at the end of the rainbows. Since Coca-Cola is all about sharing moments of happiness, this campaign was definitely a success.
Trend Themes
1. Man-made Rainbows - Opportunity for brands to create immersive and visually striking experiences using man-made rainbows.
2. Celebration of Diversity - Trend of brands embracing diversity and celebrating different cultures to connect with a wider audience.
3. Experiential Advertising - Growing trend of brands creating unique and memorable experiences for consumers through interactive advertising campaigns.
Industry Implications
1. Advertising - Opportunity for advertising agencies and brands to utilize innovative techniques like man-made rainbows to create captivating campaigns.
2. Beverage - Opportunity for beverage companies like Coca-Cola to leverage experiential advertising to connect with consumers on a deeper level.
3. Tourism - Potential for tourism industry to incorporate man-made rainbows as attractions to enhance visitor experiences and promote destinations.
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