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Coca-Cola has an ambitious plan for its Super Bowl ad. "Our goal is to inspire America to become a collective force for positivity," Jennifer Healan, Coca-Cola's group director of integrated marketing content, said Monday on the marketer's corporate blog, which previewed the 60-second spot.
The ad, by Wieden & Kennedy, Portland, will "tackle the pervasive negativity polluting social media feeds and comment threads across the Internet," the company stated. At the end of the spot Coke will tout the hashtag, "#MakeItHappy," as "a call to action to promote positivity both online and in the real world."
The ad will run in the first quarter and will not be released early. But the brand will seek to build buzz by releasing three short teaser ads on TV and at cinemas. Additionally, Coke will post four web-only vignettes on social channels, featuring "testimonials from teens and celebrities who have experienced online negativity, including race car driver Danica Patrick and football player Michael Sam, as well as those who make it a mission to spread happiness online, like Kid President," the company stated.
Coca-Cola is alo partnering with DoSomething.org before and after the game, "mobilizing the organization's community of 3.3 million young people to help spread the importance of making the Internet a happier place," the company said. The organization gets involved in varying causes, from "from poverty to violence to the environment to literally everything else," according to its website.
"Coca-Cola has always stood for optimism, uplift and inclusion … and these core values have been a common thread in our advertising through the years," said Andy McMillin, VP and GM of Coca-Cola Trademark Brands. "The brand is at its best when it expresses a point of view that reinforces its values and represents the cultural times and communities in which our brand lives -- from 'Boys on the Bench' and 'Hilltop' to 'Mean Joe Greene' and last year's Big Game spot, 'It's Beautiful.'"
Last year's "American Is Beautiful" was among the most talked-about Super Bowl ads last year, sparking debate for its use of several diverse faces singing "America the Beautiful" in several languages.
This is the ninth consecutive year Coca-Cola has advertised during the Super Bowl. This year's buy is down from last year, when Coke ran two 60-second spots.