Coca-Cola unveils first major campaign since pandemic

By Liz Wells in Soft Drinks 30th July 2020

Coca-Cola Great Britain has launched a new campaign, Open Like Never Before, which aims to mark a time of social and cultural change following the coronavirus pandemic.

The campaign launches following a seven-month pause on air, the longest ever for Coca-Cola, which saw the brand redirect resources to support relief efforts around the world.

The integrated campaign will include a sustained programme of in-market activities throughout the year and into 2021, with the aim to focus on supporting businesses.

Kris Robbens, marketing director for Coca-Cola Great Britain and Ireland, said: “The Open Like Never Before campaign is founded on the belief that we don’t just have to go back to normal following this huge change in everyone’s lives. Instead, it’s our ambition to move forward and make the world not just different, but a better, more open place.

“Most importantly, we’re using our platform to support and celebrate our customers and partners, many of whom are reopening their doors to communities after a very challenging time for the industry.”