The new Coke ad featuring Tyla looks like a Coke ad should
Their latest "summer" campaign - featuring none other than Tyla - ticks all of the traditional Coke boxes.
Coke, being the master marketers that they are, run ads on a well-worn formula that works.
Call it 'the Coke way' if you will, but a Coke ad can't be easily mistaken for anything else.
Their latest "summer" campaign - featuring none other than Tyla - ticks all of the traditional Coke boxes.
Brimming with loads of distinctive brand assets (bottle, liquid, colour. logo), the right category entry points and a clear positioning (sharing with friends, ice cold, summer) - the ad sells hard, while at the same time adding to- and reinforcing the Coke mental models we all carry in our minds.
Even with the questionable AI-elements and acknowledging that this ad ain't going to win any industry awards - it does the hard work of keeping Coca Cola fresh in the memory banks, which is exactly what Edward Bernays advocated for in the 1920s when he invented the dark arts of public relations.