Today, Coca-Cola Great Britain (CCGB) launches ‘What Are You Waiting For’, a new TVC encouraging consumers to choose happiness, featuring a diverse range of celebratory moments. The TVC marks the launch phase of Coca-Cola’s first campaign under the new one brand strategy announced in March.
Created by Ogilvy Amsterdam, the TVC is centered on the concept that young people are the directors of their own happiness and they represent a new generation who instinctively choose to be happier.
The song ‘What Are You Waiting For?’ was specifically written for the campaign and is performed by Amsterdam-based rapper and producer HT, who has previously worked with DJ Grandmaster Flash, Rakim and Jungle Brothers.
The TVC airs from 1 May for four weeks and will be online throughout the summer. A longer 60 version of the TBV will be shown in cinemas throughout May.
‘What Are You Waiting For’ comes ahead of a major push from CCGB next month, under its new “one brand” strategy, which will show how Coca-Cola is putting choice at the centre of the brand proposition by promoting the full choice of Coca-Cola variants.
Commenting on the launch of ‘What Are You Waiting For’, Bobby Brittain, Marketing Director of Coca-Cola Great Britain & Ireland, said:
“At Coca-Cola we have a rich 129-year long history in providing moments of happiness and with this campaign, we are motivating people to go further and to take action by choosing happiness.
“This campaign also marks the start of a new direction under our one brand strategy, and we have exciting plans which will bring this ambition to life over the next few months.”
Running alongside the TVC, CCGB will also release high-impact OOH advertising that promotes the full choice of Coca-Cola variants available to consumers and showcases the change in packaging.
Notes to editors:
The TVC can be viewed on YouTube.
The Coca-Cola ‘What Are You Waiting For?’ Agency Teams are:
CCO/Musician: Darre van Dijk
Art Director Jurriaan van Bokhoven
Copywriter: Jesse Ridder
Copywriter: Rob Voortman
Agency Editors: Mees Ubachs/ Juriaan van Berkel
Agency Producer: Pirke Bergsma
Director Arnaud Uyttenhove
D.O.P: Dimitri Karaktsanis
Executive Producer: Eva van Riet
Producer: Lynn Bernaerts
For further information please contact:
Emma Juner, Communications Manager, Coca-Cola
020 8237 3424
Scarlett Yianni, Blue Rubicon
020 7260 2700
Sophie Pettengale, Blue Rubicon
020 7260 2700
About Coca-Cola Great Britain:
Coca-Cola Great Britain is responsible for marketing 19 brands and over 100 products to consumers across Great Britain. Led by Coca-Cola, one of the world's most valuable and recognisable brands, our company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, glaceau smartwater, Schweppes, 5 Alive, Lilt, Kia Ora and Powerade. For more information about Coca-Cola in Great Britain, please visit our website at www.coca-cola.co.uk.