Coca-Cola Celebrates The ‘Magic’ Of Taste With A Pink CGI Tongue

The latest ad for Coca-Cola stars a pink giant digital tongue to evoke the beverage’s distinctive taste.

Coke aims to show off its distinctive and memorable flavor in a new summer campaign that features a giant pink CGI tongue.

The latest spot, created by Wieden + Kennedy London, shows a woman transported by the taste of Coke back to memories of enjoying it on the beach, at the movies, on a ski slope and more — all accompanied by the supersized tongue. It’s accompanied by a track titled “La La La” that will be released on streaming platforms including Spotify. The European campaign also includes OOH, digital, experiential and PR elements.

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While there’s something of the uncanny valley about the giant tongue, you could say it’s a memorable way to illustrate the taste of Coke.

Walter Susini, marketing director for Western Europe at Coca-Cola, has this to say in a statement,

Coca-Cola has the unique ability to evoke positive feelings and emotions associated with special memories and this campaign celebrates that. The creative dramatizes the magic of the Coca-Cola taste both figuratively with the animated tongue and emotionally through the memories associated with taking that first sip of an ice-cold Coca-Cola on a summer’s day. We wanted to bring these moments to life and show that not only is Coca-Cola a delicious and refreshing drink, but that it also has the unique ability to bring back positive memories and associations of living your best life.

The 60-second ad has been launched alongside 30- and 20-second edits, as well as out-of-home, digital and experiential activity.

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