Coca-Cola on the strategy behind its first portfolio ad
New Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
Earlier this month, the Coca-Cola Company brought together several of its brands into one ad for the first time, to drive better associations across its portfolio and build trust, as well as being an efficiency play.
‘New Guy’, which launched in North America, follows the story of a man being introduced to his girlfriend’s family on a gameday, with different products – Coca-Cola, Coca-Cola Zero, Sprite, Fanta, Smart Water and juice brand Honest Kids – popping up at different points of the story.
“When consumers know the Coca-Cola Company is making their beverage, they know what that means,” Alex Ames, senior director of content and creative excellence tells Marketing Week. “We are a trusted beverage company.”
