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Shop Delivers a Narrative-Based Campaign
SAN FRANCISCO–In its latest effort for Coca-Cola’s Citra brand of soda, Goldberg Moser O’Neill takes an approach that agency chairman Fred Goldberg claims is “quite a bit different” than the genre’s traditional fare. Its commercials have storylines.
“Instead of people jumping around and drinking soda, we use scenarios of people working up a powerful thirst,” said Goldberg.
GMO developed two 60-second TV spots for the campaign that will appear primarily in 10- and 20-second executions, Goldberg said.
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