Agency: Mother, London
Mother does its own U.K. version of the global "Real" Campaign in the shop's first work for the Coke brand
Coca-Cola Great Britain ditched Interpublic Group of Cos.' McCann-Erickson Worldwide in the U.K. last year and asked independent agency Mother to interpret Coke's global "real" strategy for the local market. "Real" was developed by WPP Group's Berlin Cameron Red Cell, New York, which itself ousted McCann on the account last year in the U.S.
The first commercial introduces the U.K. to "The Real World of Coca-Cola," an optimistic place where people come together and experience the magical influence of Coke.
Mother's spot features a woman in her 20s walking down the street, handing out bottles of Coke to people around her as she sings the rousing Nina Simone track "I Wish." The message of togetherness and authenticity is delivered in a low-key style to avoid alienating cynical Brits.
The "Real World" idea will lead to PR and events over the summer and appear in print ads and posters later this month. Print ads also promote mymusic.com, a site to download new music before it hits stores. The strapline is "Where music goes first." A second spot this spring will explore further what happens in the Real World of Coca-Cola.
"The campaign is aimed more at consumers in their 20s who have a considered relationship with the brand and are tempted by cappuccinos and bottled water," said Andy Medd, a partner at Mother.
Sharlene Hector, the singer in the spot, is largely unknown. "Coke in the U.K. is not about famous people," Mr. Medd said. "It's about ordinary people and our relationship with the brand."