Coca-Cola Encourages Gen Z to Disconnect This Summer
Coca-Cola's new North American summer campaign, "Enjoy the moment with a Coca-Cola," encourages Gen Z to unplug from their devices and savor real-life experiences.
Road Trip to Summer Fun
The campaign kicks off with a 30-second commercial titled "Road Trip," featuring Grammy-winning artist Tyla. The ad shows a group of friends enjoying a scenic drive, soundtracked by Tyla's new single, "Bliss." Tyla even makes a cameo appearance, adding to the fun.
Prizes and Promotions
The campaign incorporates a digital scratch-off sweepstakes accessible via QR code. Prizes include AMC movie tickets, flight vouchers, and exciting destination vacations. This interactive element adds another layer of engagement for Gen Z consumers.
Embracing Real-World Experiences
Coca-Cola joins other brands in promoting digital well-being and encouraging younger audiences to prioritize real-world connections over screen time. This campaign builds upon the recent revival of Coca-Cola's "Share a Coke" personalization platform, further targeting Gen Z with digital experiences.
“With this new campaign, we’re encouraging a new generation to slow down and truly enjoy the moment this summer — something as simple as sharing a Coca-Cola can become unforgettable,” said Sue Lynne Cha, Vice President of Marketing at Coca-Cola North America.
The "Road Trip" commercial begins with a college senior feeling overwhelmed amidst moving boxes. The sound of a cracking Coke bottle and Tyla's "Bliss" transport her to a sunny desert road trip with friends. A second ad, "Pool Party," scheduled for June, further emphasizes the joy of disconnecting from distractions to fully enjoy summer gatherings.
The campaign, created by WPP Open X (led by Ogilvy with support from VML) and Publicis, spans TV, digital, streaming, and social media platforms, ensuring broad reach among the target audience.
