Coca-Cola: For the human race, for the act, not ad

Coca-Cola, a carbonated beverages brand, launched videos to celebrate the unsung heroes of the coronavirus pandemic and redirected its advertising budget into COVID-19 relief and response efforts.

Campaign details

Brand: Coca-ColaAgency: Circus DigitalRegion: APAC

Strategy

Objective

In 2020, the world was facing an unprecedented pandemic. The contagion of the coronavirus in society also spread anxiety and fear widely, creating dire situations for millions of people.

At the 1st stage of the pandemic in Vietnam, when people had to struggle to cope with all sorts of difficulties, Coca-Cola believed that any of the brand's communication would easily become tone-deaf and unsympathetic. That the brand's objective should be helping consumers get through the difficult time safely, but not about increasing brand awareness, consumption or...

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