After watching Coca-Colas new ad “New Guy” that takes a look
at a man being introduced to the girlfriend’s family during a holiday and the
chaos of it all. Coca-Cola takes notes from Hulu’s TV show (The Bear) and how
chaotic some of these family functions can be. The main reason I picked the article
was because of its ties to The Bear and recently found enjoyment in cooking.
The Coca-Cola Company’s new ad “New
Guy” finds the perfect way to connect its product line with family gatherings. The
ad combines multiple Coca-Cola products from their soda lineup to Smart Water.
It leans into the perfectly imperfect family that so many can relate to during holiday
gatherings with the loud conversations, chaos throughout the house, new members
becoming part of the family and the rumors people hear before meeting them. The
focus of the ad is Coca-Cola being the “proud sponsor” of meaningful moments we
have and share during these gatherings. It tries telling us how important and
integral Coca-Cola is to families and even through the chaos Coca-Cola makes
everyone happy.
There are multiple value propositions I could see in the ad. How we can see ourselves and our family in the ad. The emotional connection we’ve created with Coca-Cola and how it’s a “family” product and tries to relate to the chaos of family gatherings. Another would be the reinforcement of the brands’ products and how there’s something for everyone. Lastly it seems Coca-Cola is going for that memorable approach like Burger Kings moldy whopper ad by incorporating humor, chaos, teasing, and the stories telling that we all experience during these gatherings. The challenge I see with Coca-Cola is it is trying to solidify its place as the household product versus PepsiCo and its product line. It tells us that Coca-Cola is not just the best product but it’s the best choice cause the whole family loves its products.
What made this marketing approach
unique to me was how chaotic they made the ad. In less than 5 seconds the ad
goes from calm to madness. They didn’t shy away from the uniqueness a lot of us
experience during these family gatherings and instead leaned into it. One of the
things I noticed was how obvious they tried forcing their products into the
frame with just a cut from a conversation to a still shot of a sprite. It felt forced.
If I’d been in charge, I would have made it so in every shot, somewhere in the
frame would be a Coca-Cola product like in the background, in someone’s hand, on
a countertop instead of the multiple second freeze on just a bottle of sprite. It
seems to me that ads that create relatability to its content or products the
better the message would be received.
https://www.marketingdive.com/news/coca-cola-coke-new-guy-campaign-bear-christopher-storer/702960/
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