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.
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.