The Red Coca-Cola awnings They have become another element of the urban landscape in Mexico. They have shadow the stories of several generations and represent the link between small businesses and a brand that has been operating in the country. Therefore, Coca-Cola wanted to do them A tribute in your new campaign and has pledged to renew them.

This is the creative concept of “Red Shadows”, worked by agencies WPP, David Miami and David Madridwhich celebrates the history of the brand in the country through its presence in positions, groceries, changarros, tenditas and taquerías. Coca-Cola Mexico thus claims its Connection with national culture Through the stories and experiences of the owners of the shops.

“Flag of each neighborhood. That color is no longer ours; It belongs to the positions, groceries and changarros. Even if you are all tears and this day we retire, see you later“, says the emotional narration in verse of the audiovisual piece of the campaign.”Today is the last time you go up, but when I arrive on Monday, we’ll get off again. Thank you stores, groceries, taquerías, for giving so much roof to our lives”

The action communicates Coca-Cola’s commitment to renew branded awnings throughout the country to reinforce its alliance with the small businesses of Mexico. The brand ensures that it is a “renewal of your votes “ with thousands of stores in the country. “Coca-Cola would not be part of Mexico if it were not for all the little stores that carry it by flag. Thanks to them we are part of each colony in the country“, Explains on social networks.”Let’s celebrate all those awnings, that although they don’t look so new, they look very coca-cola”

“Red shadows” has been activated on social networks, where the brand has dedicated a series of publications to different business stories They have looked the color and coca-cool logo in their awnings. Thus, the Samire grocery, the Ramoncita store or the Santa María butcher shop, among others, in photographs that reflect everyday and show the omnipresent Coca-Cola, collecting their stories.

“Thanks for witnessing our people and making our brand part of this country”, Dedicates Coca-Cola to the miniature miscellaneous business. In all these publications, the brand maintains a human and close tone that pays attention to the most nimic details of the lives of business owners. “Half chueca, but this red fabric has endured wind, rain and earthquakes … in ‘Don José’ the awning does not climb until everything is collected”, They point out.

The brand also pays attention to other awnings you use to emphasize your message and The legacy they transmit through wear. “There are a thousand stories under each Coca-Cola toldito of our country, first kisses, last rounds, and many gossip … If this awning would speak sure I would have a lot to tell”, Says the brand.

“We are honored to celebrate small businesses that have been in the heart of the history of Coca-Cola for generations”, Explained Islam Eldessouky, global vice president of creative strategy and content in Coca-Cola, in a LinkedIn publication.”These awnings throughout Mexico symbolize shared moments, tradition and community: this campaign is our tribute to those who make Coca-Cola a part of their local culture and daily life“

The campaign arrives after a period of conflict for the brand in the country, within the framework of the economic and migratory policies of the Donald Trump administration. The company has experienced boycott attempts by the population through movement “Latino Freeze”which invited to stop consuming products and brands that consider Latinos and migrants contrary.