Today, Coca-Cola Great Britain (CCGB) launches What Are You Waiting For, a new TV commercial encouraging consumers to “choose happiness, featuring a diverse range of celebratory moments”. The TVC marks the launch phase of Coca-Cola’s first campaign under the new “one brand” strategy announced in March.
The TVC is centered on the concept that “young people are the directors of their own happiness and they represent a new generation who instinctively choose to be happier.”
The song What Are You Waiting For? was specifically written for the campaign and is performed by Amsterdam-based rapper and producer HT, who has previously worked with DJ Grandmaster Flash, Rakim and Jungle Brothers.
The TVC airs for four weeks and will be online throughout the summer. A longer 60 version of the TBV will be shown in cinemas throughout May.
The new ad comes ahead of a major push from CCGB next month, under its new “one brand” strategy, which will show how Coca-Cola is putting choice at the centre of the brand proposition by promoting the full choice of Coca-Cola variants.
Commenting on the launch of ‘What Are You Waiting For’, Bobby Brittain, Marketing Director of Coca-Cola Great Britain amp; Ireland, said: “At Coca-Cola we have a rich 129-year long history in providing moments of happiness and with this campaign, we are motivating people to go further and to take action by choosing happiness.
“This campaign also marks the start of a new direction under our one brand strategy, and we have exciting plans which will bring this ambition to life over the next few months.”
Running alongside the TVC, CCGB will also release high-impact out-of-home advertising that promotes the full choice of Coca-Cola variants available to consumers and showcases the change in packaging.