Coke aims to evoke its distinctive and memorable flavor in a new European campaign that features a giant pink CGI tongue.
The spot, created by Wieden & Kennedy London, shows a woman transported by the taste of Coke back to memories of enjoying it on beach, at the movies, on a ski slope and more -- all accompanied by the supersized tongue. It's accompanied by a track titled "La La La" that will be released on streaming platforms including Spotify.
While in our opinion there's something of the uncanny valley about the giant tongue, you could say it's a memorable way to illustrate the taste of Coke.
Walter Susini, marketing director for Western Europe at Coca-Cola, has this to say in a statement: “Coca-Cola has the unique ability to evoke positive feelings and emotions associated with special memories and this campaign celebrates that. The creative dramatizes the magic of the Coca-Cola taste both figuratively with the animated tongue and emotionally through the memories associated with taking that first sip of an ice-cold Coca-Cola on a summer’s day. We wanted to bring these moments to life and show that not only is Coca-Cola a delicious and refreshing drink, but that it also has the unique ability to bring back positive memories and associations of living your best life”.
The ad breaks in the U.K. tonight during the final of hit ITV show "Love Island" and will air across Europe in 20 and 30 second cut downs as well as the full 60 second ad. The campaign also includes OOH, digital, experiential and PR elements.