Coca-Cola is again available at Foster’s Hollywood restaurants after almost two decades. And to communicate it, the chain has launched an external advertising campaign that raises a perception game by resorting to the recognizable wave of the soft drinks.
Designed by the Creative Agency McCann, the campaign transfers the symbol to three of its most emblematic dishes – the Black Label ribs, the hamburger director’s choice or the dessert Choco Crunchy- to highlight the combination that exist between them and the popular drink.
In this sense, the creativity raised reinterpret the Coca-Cola wave through the ingredients and appearance of the dishes. In this way, at first glance it seems that it is an announcement focused on the coca-cola symbol, but when paying more attention, the three Foster’s Hollywood products are perceived.
The pieces have been activated outside the Avenida de América de Madrid exchanger, so they are presented as a kind of triptych. Those who transit through the area may contemplate the 3 executions both in a giant canvas and on 10 sides of the iconic “cubes” of the exchanger.
As Alexis Chauvin, Marketing Director of Foster’s Hollywood, has pointed out, the campaign celebrates the return of Coca-Cola to restaurants by focusing on the product, which is the “soul of the business”. “We wanted to represent it with all its beauty as well as your imperfections”He said in a statement.
From the agency they point out that Coca-Cola’s return to Foster’s Hollywood was a milestone that deserved to be creatively explored. “We felt the responsibility of making a campaign as iconic as both brands, addressing it in a very conceptual and notorious way”Said Álvaro López, Creative Executive Director of McCann.
The campaign capitalizes the tendency of the food sector and drinks to promote combinations between food and drink to appeal to diners. A similar concept is the one that has explored, precisely, the rival of Coca-Cola, Pepsi, on several occasions. One of them, with the award -winning “Better with Pepsi”, in which Pepsi found its “hidden” logo in the McDonald’s, Burger King and Wendy’s wrappers, and later with Ron Bacardi and Captain Morgan’s brands.
He has also done so in Peru, playing with the colors of the sunsets.
