Coca-Cola #OpenToBetter
“What better time for us to be brave than now?” — Coca-Cola
Hope and optimism are the two keywords that can best describe the recently launched campaign where Coca-Cola decided to remove its traditional, iconic logo and replace it with statements that encourage consumers to reflect on their experience in 2020 and 2021. The new campaign has been given the name “Open to Better,” which directly points to the purpose — share hope and positivity.
The limited-edition cans don’t provide the logo of the company. Essentially, the soft drinks giant has decided to offer its consumers inspiring statements that prompt people to embrace changes and encourage them to alter their lives for the better in 2021. As a result, consumers’ inspiration for performing a better future has become a core focus of the brand.
What Is New?
The new aspect is that Coca-Cola opted to provide its potential consumers with encouraging messages. Notably, stores now offer new Coca-Cola cans with statements like “you’re right, it’s time for me to take more breaks,” “I promise to smile more just for you,” and “I’m not the best at compliments, but I’ll try.” Consumers have an opportunity to select Coca-Cola cans with statements and encouraging messages that best suit their mood and plans for the future.
Just imagine the following situation! A husband was much busy in 2020 and continuously overworked, while his wife always asked him to stay with them rather than go to work and spent countless hours there. The statement “you’re right, it’s time for me to take more breaks” can encourage this husband to realize that he needs to take more breaks and spend more time with his family. By bringing a Coca-Cola can with this message, the husband would signify that her pleas are heard.
Also, individuals who like soft drinks are allowed to personalize their cans with those messages they would like to see, and this can be made possible on Coca-Cola’s specially designed webpage. The other exciting aspect is that fans of certain celebrities can buy Coca-Cola cans with their messages. For instance, Katy Perry’s statement “I promise to meditate” can be purchased by anyone.
Why Such a Decision?
I believe that nearly everyone would agree that the campaign launched by Coca-Cola is both exciting and innovative. Every time, this soft drinks company thrills its consumers with innovative marketing approaches. This time, the used process is what people needed. The marketing manager of the company, Karen O’Shea, describes the mission of the launched campaign by stating that using positive messages instead of iconic logos on Coca-Cola cans would allow the potential consumers to personalize with their own #OpenToBetter pledges. This tactic primarily aims to make people feel more positive about their past, present, and future lives.
Efficient or Not
Is it efficient? Yes, yes, and again yes. The use of inspiring resolutions helps encourage consumers by prompting them to make positive changes in their lives, re-evaluate their lifestyle, and see what future they need. I believe this new campaign provides the client with an opportunity to reflect on 2020, which was a challenging year for all people worldwide, and look ahead to what they need to do in 2021 to feel that they have lived a meaningful life. The campaign caught my eye because it cares about inspiring people, and I believe this is what consumers need at this time. At least, I think and hope that it would be successful.
