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Super Bowl

Coke Plans a New Ad for 2018 Super Bowl After Running Repeats in 2017

By Published on .

Coke's 'Taste the Feeling' campaign turned up in the 2017 Super Bowl even though Brands usually go all-out to impress viewers with new creative work.
Coke's 'Taste the Feeling' campaign turned up in the 2017 Super Bowl even though Brands usually go all-out to impress viewers with new creative work. Credit: The Coca-Cola Company

Coke, which re-ran an old ad in last season's Super Bowl, will return to the 2018 game with a new spot. A spokeswoman confirmed the ad, but declined to provide creative details or to identify the agency handling it.

Wieden & Kennedy has typically overseen Coke's Super Bowl work. But the marketer has recently given Fitzco/McCann several high-profile assignments, including the 2017 summer campaign.

For the 2017 Super Bowl, Coke ran a spot by Fitzco touting Coke and food pairings that had previously aired. Coke also used a pre-game slot to resurrect its 2014 Super Bowl ad "It's Beautiful," which features people of different ethnicities signing "America the Beautiful" in languages from Spanish to Hindi. Although it was a rerun, that spot garnered significant media attention because it came amid the intense immigration debate set off at the beginning of Donald Trump's term.

Coke has largely moved away from making such big cultural statements under its two-year-old "Taste the Feeling" campaign, which has been more product-focused. But by reairing the 2014 spot, the marketer proved it wasn't walking away from the approach entirely. The 2018 spot will provide a litmus test on how Coke marketers view the world today, and the brand's place in it.

The ad will be Coke's 12th consecutive Super Bowl appearance.

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