Coke brings world-renowned art to life in ‘Masterpiece’ push

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding.

Description: Coca-Cola’s latest campaign sees the soft-drink marketer looking to appeal to a community of creatives while situating itself as a beverage ideal for moments begging to be uplifted. The effort is the most recent push under its Real Magic initiative, launched in 2021 to highlight connection and shared moments.

Source: MarketingDive.com – video report

Date: Mar 09, 2023

Link: https://www.marketingdive.com/news/coke-masterpiece-global-campaign-marketing-art/644524/?utm_source=Sailthru&utm_medium=email&utm_campaign=Newsletter%20Weekly%20Roundup:%20Marketing%20Dive:%20Daily%20Dive%2003-11-2023&utm_term=Marketing%20Dive%20Weekender

Questions for discussion:

  • Who is the target audience for this ad campaign and this ad in particular?
  • What is the message Coke is trying to send?
  • Do you think the attempt is succeeding?
  • Do you think this style of advertising is appropriate?