Coca-Cola channels a 1970s-era car chase for new Orange Vanilla Coke ad

Spot feels straight out of 'Starsky and Hutch'

Published On
Feb 25, 2019

Editor's Pick

Coca-Cola is channeling a 1970s-era car-chase scene with its debut ad for Orange Vanilla Coke, the soda's first new flavor in 12 years.

The spot, by Wieden & Kennedy Portland, looks like it was ripped from an episode of "Starsky and Hutch," funky music and all. It shows a Coke delivery truck screeching down a city street alongside a truck full of oranges and an ice cream truck. The spot doesn't show the vehicles colliding, but that is the implication as it ends with a can of the beverage rolling toward a crossing guard.

"We thought this was a really hyperbolic but also telegraphic way to help consumers understand that it was the flavors of orange, vanilla and Coke coming together to create this new flavor," says Kate Santore, senior integrated marketing communication manager for Coca-Cola North America.

Orange Vanilla Coke is joined by Orange Vanilla Coke Zero Sugar as the brand's first new flavor since Vanilla Coke Zero hit stores in 2007, joining Cherry Coke. Orange Coke takes flavor cues from creamy orange popsicles and first debuted in Australia and Canada last summer. The U.S. team considered three other flavors—raspberry, lemon and ginger—before landing on orange vanilla.

The goal is to seize on an increased appetite for flavored colas. Cherry and vanilla account for roughly 9 percent of Coke's dollar volume but are driving 18 percent of the dollar growth of the Coke trademark, Santore says, citing Nielsen data.

Orange Vanilla Coke will be supported with TV, digital, outdoor and radio advertising. The variety will get significant support during March Madness.

Coca-Cola is also investing in new flavors for Diet Coke, recently adding strawberry guava and blueberry acai to a lineup that already includes ginger lime, twisted mango, feisty cherry and zesty blood orange.

Credits

Date
Feb 25, 2019
Client:
Coca-Cola
Agency:
Wieden & Kennedy-Portland
Executive Creative Director:
Eric Bladwin
Executive Creative Director:
Jason Bagley
Creative Director:
Erik Fahrenkopf
Creative Director:
Patty Orlando
Copywriter:
Pepe Hernandez
Copywriter:
Eric Fensler
Art Director:
Lloyd Winter
Art Director:
James Moslander
Broadcast Producer:
Amy Berriochoa
Executive Producer:
Heather Hanrahan
Group Brand Director:
David Hughes
Brand Executive:
Beth Lussenhop
Studio Designer:
Luke Wilhelmi
Studio Designer:
Matt Blum
Production Company:
PRETTYBIRD
Director:
Tom Noakes
Executive Producer:
Suzanne Hargrove
Line Producer:
Julie Sawyer
Director of Photography:
James L. Brown
Service Company:
Farm Films
Executive Producer:
Peter Sherlock
Line Producer:
Craig Siney
Editorial Company:
Joint Editorial
Editor:
Tommy Harden
Editor:
Steve Sprinkel
Assistant Editor:
Kristy Faris
Assistant Editor:
Ian Devore
Post Producer:
Kathleen Russell
Post Executive Producer:
Leslie Carthy
Color Company:
Framestore
Colorist:
Simon Bourne
Senior Color Producer:
Chris Anthony
VFX Company:
Kevin
ECD/Partner:
Tim Davies
Head of CG:
Mike Dalzell
Senior EP/Partner:
Sue Troyan
VFX Producer:
Jami Schakel
VFX Coordinator:
Andrew Cowderoy
2D:
Robert Murdock
2D:
Steve Gibbons
2D:
Anthony Petitti
3D:
Carl Harders
3D:
Matt Longwell
3D:
Greg Mawicke
3D:
Dennys Herman
3D:
Tom Allen
3D:
Jarrod Avalos
3D:
Igor Stefanovic
Music Company:
We Are Walker
Music Supervisor:
Stephanie Pigott
Partner, Creative Director:
Peter Gannon
Audio Mixer + Sound Designer:
Noah Woodburn
Audio Assistant:
Natalie Huizenga

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