Edge Fills Coca-Cola’s Summer Pool

Coca-Cola Co. adds equal doses of animated humor and pathos to its 6-year-old “Always Coca-Cola” campaign in 11 new spots from Edge Creative, targeting narrow audience segments.
Spots continue to rely heavily on animated characters and special effects–from sassy jitterbug dancers coming to life on a billboard to talking birds awaiting their daily feeding–all celebrating the trademark icons and ubiquity of Coke Classic.
The ads, which target core customers such as kids, moms and teens, are the first from the Atlanta soft drink giant since the May 1 arrival of chief marketing officer Charles Frenette, following the exit of the talented yet volatile Sergio Zyman.
Despite speculation of a shift in marketing direction under Frenette, the ads stay close to the Coke model of setting “firm strategies with flexible frameworks,” said a representative. Five spots broke last week.
Two executions revisit previous territory. “Super Mom” returns to save the world from near destruction and totes an alien back to Earth for a soccer game. In “Delivery Truck,” old-style animation depicts a truck hitting a glitch as its gas tank runs empty. A fresh supply of Coke helps fuel the engine–churned by a now-peppy mouse. Another spot offers a futuristic amusement park’s roller coaster ride forming the shape of a giant Coke bottle. Digital Domain and Colossal Pictures, both Los Angeles, handled effects.
One ad with hundreds of skydivers forming a huge Coke bottle is reminscent of a spot from rival Pepsi and Mountain Dew. It was directed by Jan de Bont, whose film credits include Speed and Twister.
A few spots serve up slices of life: young girls jumping rope to the rhythms of a Coke jingle and “Pagliacci,” set in the Czech Republic’s State Opera House in Prague. Edge in Los Angeles has produced about 120 ads since the campaign’s debut.