Campaign: #samefeelingBrand: Coca-ColaClient: The Coca-Cola CompanySubmitted by: McCann Worldgroup România
Background/objectives:Coca-Cola’s mission is to bridge divides and unite. People expect from big brands to take a stand against values in danger in nowadays diverse societies.
Strategy:One week ahead of the Referendum on redefining the family definition in the Romanian Constitution, the brand decided to act bravely and show an innovative unity message on the brand’s social media channels.
Results:Coca-Cola received an overwhelming number of positive reactions, travelled across media channels, inspired other brands to rally under #samefeeling movement, while the danger of a backlash for the brand was minimized.