London, 30 July 2020: Today, award-winning spoken word artist George the Poet has partnered with Coca-Cola to unveil - Open Like Never Before - which celebrates the spirit of the nation and marks a moment of unique social and cultural change.
Founded on the promise of new possibilities discovered as a result of the lockdown, Open Like Never Before comes as the nation and individuals, are questioning how we can take lessons learnt during this time to build a happier and better future. George’s rally cry encourages us to think differently, embrace change and appreciate all that we have around us. He asks us never to deem our jobs unimportant again, to travel less but love every mile of it, to refuse to be strangers in our own living rooms and, importantly, to never forget how much stronger we are together.
No stranger to change himself, George has, throughout his career, proven himself to be adaptable and open-minded, discovering his talent for poetry through his first love, rap, and later moving into music and podcasting. The London-born poet, performer and podcaster, best known for his innovative brand of musical poetry and his multi-award-winning series 'Have You Heard George's Podcast?', combines both artistry and advocacy for important social causes, making him the natural choice to pen and deliver the Coca-Cola’s uplifting message.
George The Poet comments on the campaign, “The underlying message of this campaign is close to my heart. During my career I’ve always had to be open to the idea of change – switching from rap to poetry, from music to podcasts – being open gives you an advantage in all aspects of life. COVID-19 gave me a moment to reflect at a time when the world came to a standstill, made me more patient and adapt to different ways of working. Going forward I’m going to do what I can to seize the moment and be open to change like never before”.
The campaign comes after the longest pause in marketing ever for Coca-Cola, which saw the brand redirect resources to support relief efforts around the world. Alongside bottling partners and The Coca-Cola Foundation, The Coca-Cola Company donated more than $100m globally to organisations to support leading relief efforts.
Following the launch of Open Like Never Before, Coca-Cola will begin an initiative supporting hotels, cafes and restaurants - the lifeblood of local communities. The brand will lend its resources and expertise to enable local venues to create their own adverts and will donate paid media support and advertising space to help them get back on their feet following the pandemic.
For further information and interview inquiries, please contact Coca-Cola Great Britain press office:
Gbmedia@coca-cola.com / 0208 237 3782
firstname.lastname@example.org / 07834 316 989
Notes to Editors
Link to Campaign: https://www.youtube.com/watch?v=mnf9tYQoi5I
About Coca-Cola Great Britain
Coca-Cola Great Britain is responsible for marketing 20 brands and over 80 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, Lilt, and Powerade. The Company is committed to a World Without Waste. All its packaging is 100 per cent recyclable and it has a global goal to collect and recycle every one of its bottles or cans by 2030.
About George The Poet
George the Poet is a London-born spoken word artist and podcaster of Ugandan heritage. His innovative brand of musical poetry, as featured in multi-award-winning series 'Have You Heard George's Podcast?' brings together art artistry and advocacy for the empowerment of underrepresented voices.