Vips resorts to love to communicate the return of Coca-Cola to its menu

Jane Anderson
Jane Anderson
Campaña de publicidad de Vips sobre Coca-Cola

They said goodbye in 2019, but VIPs and Coca-cola They get back together. The restaurant chain has declared its love for the soft drink brand in an advertising campaign that announces the return of the popular drink to the Alsea brand’s menu.

Designed by the creative agency Monkey Madrid, The campaign relies on a romantic approach, through which a parallel is established with the affinity that many consumers feel for Coca-Cola. VIP restaurants have offered pepsi since five years ago, when the agreement with the multinational was terminated.

The creative concept evokes youthful romances with declarations of love

Thus, the campaign consists of a series of pieces that evoke the youthful romances. A series of outdoor advertising graphics have been activated that represent Coca-Cola creatives “intervened” by Vips. Thus, resorting to graffiti, they have created declarations of love and messages that convey the relationship between the two brands.

The objective, as Mono Madrid points out, has been to provide communication with spontaneity, emotionality and transmit a rebellious and passionate spirit. All this with the intention of breaking with conventions and capturing the attention of consumers; and at the same time continue building the communication platform “What about VIPs is not normal.”

The return of Coca-Cola to Vips was something that consumers were waiting for and a recurring topic of conversation, so when the news reached the agency we clearly identified the opportunity to take advantage of the moment and transform it into some type of communication action that will amplify it while continuing to build on Vips’ positioning and tone with a fun creative concept”, they have pointed out from the agency in a statement.

Along with the outdoor advertising pieces, digital and radio creatives will also be executed. The spots expand the creative concept of the campaign with messages that emulate gossip and gossip conversations around the relationship between Vips and Coca-Cola.

We are delighted to welcome Coca-Cola back into our restaurants since for VIPS this alliance represents much more than a commercial collaboration; It is the return to a leading, iconic brand with a great preference by our customers.“, commented Sandra Carrasco, Marketing Director of Vips.

Technical sheet

  • Advertiser: Vips
    • VIP Marketing Director: Sandra Carrasco
    • VIP Marketing Manager: Raquel Martín
    • VIP Marketing Team: Sara Muñoz, Raquel Sesmero
    • Social Media VIPS: Lautaro Sánchez
    • Director of Digital Marketing and Media at Alsea: Borja Cameron
    • Head of PR Alsea: Cristina Mendizabal
    • Alsea Media Manager: Sara Pérez
  • Creative agency: Mono Madrid
    • CCO: Sito Morillo, Bitan Franco
    • Managing Director: Jorge Fesser
    • Creative team: David Manzano
    • Account Director: María Casado
  • PR Agency: Havas PR
    • Havas PR General Director: Ana Picó
    • Customer Service Director: Cristina Gómez Rico
    • Account Director: Sofía Felipe
    • Account Supervisor: Adela de Miguel
    • Account Executive: Judith Sierra