Since James Quincey took over as Coca-Cola Co. CEO in May, the company in earnings calls and investor presentations has been selling itself as a "total beverage company" with a product portfolio that goes beyond its namesake cola brand. On Sunday night, the marketer will bring that message to a national audience with a TV ad that is part of a new corporate branding campaign.
The spot, airing during NBC's "Sunday Night Football" broadcast, seeks to reintroduce the beverage giant to Americans as the company completes a decade-long refranchising initiative that returns ownership of local bottlers to independent companies. In doing so, Coke sold off capital-intensive manufacturing and distribution operations as it evolves into a company with a central focus on marketing and innovation.
The new campaign seeks to portray the 68 independent U.S. Coca-Cola bottlers as part of the company's broader family with deep connections in local communities. Ads began running locally earlier this month. Sunday night's TV ad begins a national push that also includes ads in USA Today and the Wall Street Journal. Agencies on the effort include Partners & Spade for creative, Perfect Sense Digital on digital and UM for media buying.
The TV spot describes the Coca-Cola Company as making "more than our name suggests." It shows various brands including Honest Tea, Odwalla juice and Smartwater. The ad features a Coke delivery driver named Willie Mua who works for a bottler in Alaska and Jon Radtke, Coca-Cola North America's hydrologist who's charged with managing the company's water sustainability program.