Coca-Cola’s new commercial enjoyed highest recall among our sample group this time. Prasoon Joshi, the executive chairman of McCann Erickson and the creative director who has been associated with the brand for around seven years, talks to Archna Shukla about the behind-the-screen efforts to put the new commercial together.
On the brief by the client:
To create a campaign that will position Coca-Cola as an all-encompassing brand that brings people together. My mandate was to create a commercial that will take Coca-Cola beyond its refreshment platform and project it as a universal drink. So, the new advertisement is about creating a goodwill around the brand. The message in it is: Whoever you may be, whatever be your background, just shed your inhibitions and enjoy life with Coca-Cola.
On the new tag line:
Sabka Thanda Ek, the new tag line, conveys the aforesaid message quite aptly and succinctly. Its beauty, according to me, lies in its simplicity. It also takes forward the lineage of the word, Thanda, which has come to stand for Coca-Cola, thanks to our campaigns in the past six years.
On Aamir Khan, the brand endorser:
Aamir Khan endorses the Coca-Cola brand in the real sense. He is not only an excellent actor, but he has also stood by the brand in times of crisis. When the pesticide controversy broke last year, he stuck his neck out and lent his own credibility to the brand by asserting that Coca-Cola was a safe drink.
On why despite the highest brand recall, the new commercial’s likeability score is quite low:
To my mind, brand recall is a better measure of a commercial’s success. Consumers will remember an ad only if they have found it interesting. Likeability is more of a subjective thing. Also, I feel that good creatives that don’t lead to the right connect with consumers are nothing but hollow entertainment. Then, maybe our consumers are comparing the current Coca-Cola ad with our past commercials, which were very popular and successful.
Incidentally, the commercial in question is a part of a larger summer campaign, which will unfold over the next couple of months. Consumers will be able to appreciate the message once they see the campaign in its entirety.