Coca-Cola Created 'The Great Meal' Addressing COVID-19
Daniel Johnson — July 6, 2020 — Marketing
References: coca-colacompany & marketingdive
Coca-Cola released its first major advertisement in several months, named ‘The Great Meal,’ which is now being shown to audiences across the United States, Germany Spain, Morocco, France, India, and more. The ad focuses on the importance of shared meals during social distancing. In order to launch the ad Coca-cola worked with an agency named Anomaly.
‘The Great Meal’ showcases real experiences of 13 different homes across eight different cities. Following this, the ad encourages people to eat together during the summer, even if they have to be socially distanced to do so.
The messaging behind the ad will appeal universally to consumers, as it focuses on bringing people together during uncertain times. The beverage company also indicated that it will focus on flexibility in the future, which it will achieve by leveraging real-time content production.
Image Credit: Coca-Cola
‘The Great Meal’ showcases real experiences of 13 different homes across eight different cities. Following this, the ad encourages people to eat together during the summer, even if they have to be socially distanced to do so.
The messaging behind the ad will appeal universally to consumers, as it focuses on bringing people together during uncertain times. The beverage company also indicated that it will focus on flexibility in the future, which it will achieve by leveraging real-time content production.
Image Credit: Coca-Cola
Trend Themes
1. Social Distancing-themed Advertisements - Creating themed advertisements that address the needs of consumers during the pandemic can be a disruptive innovation opportunity for companies.
2. Real-time Content Production - Leveraging real-time content production to create timely and relevant advertisements can help companies appeal to consumers during uncertain times.
3. Flexible Marketing Strategies - Focusing on flexbility in marketing strategies can help companies adapt and respond to changing needs of consumers during the pandemic.
Industry Implications
1. Beverage Industry - Beverage companies can create themed advertisements that address the importance of shared meals and social distancing to appeal to consumers during the pandemic.
2. Advertising Industry - Creating timely and relevant advertisements that address the needs of consumers during the pandemic is an opportunity for advertising agencies to offer their services.
3. Hospitality Industry - Flexible marketing strategies can help the hospitality industry adapt and respond to changing consumer needs for safe dining experiences during the pandemic.
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