A Magician Demonstrates Coke's Different Variants in Latest 'One Brand' Spot

Coca-Cola latest spot in its "One Brand" strategy, to promote all of its various sub-brands under one banner, sees a magician surprise a bunch of people who have ordered Cokes by transforming plain Coca-Cola into other variants. Justin Flom, a Las Vegas act and social media favorite, appears as the waiter, and when the customers say that he's got the order wrong, he uses some sleight of hand to turn Coca-Cola Orignal into Coke Zero, Coca-Cola Light and Coca-Cola Life. The ad, by Argentinean agency David and directed by MartÃn Romanella for Argentina Cine, does seem somewhat staged (although we're told the tricks were performed live), but it does the job of getting across that all of the different variants have different ingredients and purposes, and magic trick-lovers will presumably pay attention. The spot will air in five continents, accompanied by activations in social media and print media, experiential marketing, and product sampling.

A Magician Demonstrates Coke's Different Variants in Latest 'One Brand' Spot

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