“For the fat people, for the skinny, for the highs, for the bass …“
In 2002 Coca-cola launched “For all”; Designed by McCann Erickson Argentina. The campaign was seen in more than 200 countries and became one of the most iconic advertising communications, not only of the brand, but of the industry. In 2020 the company reviewed the piece to breathe to society during the health emergency derived from the coronavirus. Now, “for all” makes an appearance again to continue claiming diversity and connect with a new audience.
The new version of the popular announcement has been in charge of the Cartwright agency And it is a tribute to both the emblematic spot and the iconic and recognizable character of Coca-Cola. The intention of the brand has been to update the message to the light of current times, marked among other things by marked by cultural division and digital overload, and follow celebrating the human connection.
The brand published creativity on its YouTube channel a month ago, although it is now activated in US markets on social networks and streaming and video platforms on demand. It has versions in English and Spanishwith iterations of both 30 and 15 seconds, all of them under the motto “for all”.
As already happened in the original announcement, the new version makes a tour of recognizable elements of the brand, such as its cans, bottles, shapes and colors, to celebrate the diversity of its consumer base and its adaptation to all kinds of profiles. Coca-Cola not only presents itself as a drink, but a conductive thread able to unite people in common.
On this occasion the campaign puts the focus on the Classical Coca-Colaperhaps the most universal of all its products. Also renewing references -name, for example, to the idealists -, the brand expects to connect with the new generations. Coca-Cola puts on the table the message that no matter who we are, where we come or what we believe, Coca-Cola is for everyone.
“This message elaborated so beautifully celebrates the union and universality of the brand through its iconic packaging. A powerful reminder of joy, inclusion and unity”; Said Sue Lynne Cha, Vice President of Coca-Cola North America, through LinkedIn.
The “for all” update can be considered as the second major nostalgia exercise that Coca-Cola performs this year. It should be remembered that the campaign has relaunched “Share a Coca-Cola with”, that it already launched in 2011, seeking to re -generate connection with consumers through the personalization of their emblematic containers and a wide marketing strategy.
The versions of “For All”
The original “for all” version was devised by the McCann Erickson agency in 2002.
In 2020, given the impact of global pandemic, Coca-Cola launched “by all”, devised by the McCann market agency, with the intention of launching a message of optimism and unity.
