With a strong commitment to open and responsible advertising, Coca-Cola adopts a content curation approach on the web. Through innovative digital campaigns such as “For Everyone,” which values courage and inclusion, and “It’s magical when the world comes together,” celebrating human connections for Paris 2024, Coca-Cola continues to reinvent itself. Using powerful tools like Adobe Experience Cloud, the brand personalizes its messages in real time to better reach its audience. More than just a market player, Coca-Cola embodies essential and sustainable communication.
For several years, Coca-Cola France has been deploying an ambitious communication strategy focused on open and essential advertising. Through curation, the brand has structured its advertising campaigns innovatively and responsibly. This article explores how Coca-Cola positions itself on the web, particularly through the FAIRe charter, its digital communication campaigns, and its commitment to inclusion and diversity.
The FAIRe Charter: a strong commitment to responsible communication
In 2018, Coca-Cola France signed the FAIRe charter from the Union of Brands (UDM), which includes 15 commitments aimed at ensuring responsible communication. This commitment symbolizes Coca-Cola’s willingness to be part of a dynamic of transparency and respect towards its consumers. By adopting this charter, Coca-Cola commits to being more ethical and to promoting positive values through its advertisements on the web.
The “For Everyone” campaign: a tribute to courage and resilience
Through its digital campaign “For Everyone,” Coca-Cola highlights the courage of individuals facing daily challenges. Launched on May 14, 2020, this campaign was initially broadcast on the brand’s digital channels, emphasizing the importance of acknowledging and celebrating human resilience. This choice reflects Coca-Cola’s commitment to using the web as a platform for inspiring and meaningful messages.
“It’s magical when the world comes together”: celebrating human connections
In preparation for the Paris 2024 Olympic Games, Coca-Cola unveiled the campaign “It’s magical when the world comes together.” This initiative aims to celebrate human connections and create a sense of unity. Using curation tools, this campaign reaffirms Coca-Cola’s commitment to making its advertisements not only attractive but also deeply meaningful.
Television reintegration: more open than ever
After a pause in its advertising activities since March 2020, Coca-Cola is returning with an advertisement titled “More open than ever.” This new initiative aims to reconnect with the audience via television while remaining faithful to open and inclusive communication. The integration of these messages across multiple media channels demonstrates the brand’s flexibility and adaptability in its strategy.
Commitment to inclusion and diversity
For over 50 years, Coca-Cola has been committed to inclusion and diversity. This commitment is reflected in all its advertising initiatives, where the brand promotes a vision of a more colorful and unified world. By using curation to structure these messages, Coca-Cola reaches a broader audience and promotes values of tolerance and respect.
Real-time personalization thanks to Adobe Experience Cloud
To meet consumer expectations, Coca-Cola relies on Adobe Experience Cloud to deploy personalized messages in real time. This technology allows the brand to make each interaction more relevant and engaging, thereby reinforcing the idea of essential advertising that meets the specific needs of each individual.
An exemplary marketing strategy to capture dreams
With the launch of Coca-Cola Creations, the brand offers an immersive digital experience powered by AI. This initiative aims to capture the dreams and aspirations of everyone, emphasizing interactivity and personalization. Curation plays a key role in structuring this experience, guiding consumers through a rich and motivating journey.
- FAIRe Charter: Signed in 2018 for responsible communication through 15 commitments
- “For Everyone” campaign: Celebration of individuals’ courage, broadcast on digital channels since May 2020
- Inclusion and diversity: Over 50 years of commitment to a colorful and inclusive world
- Real-time personalization: Use of Adobe Experience Cloud for personalized messages
- Paris 2024: “It’s magical when the world comes together,” a campaign dedicated to human connections
- CSR Strategy: Commitment to sustainability in France
- Technology and AI: Coca-Cola Creations offers a new flavor via artificial intelligence
- Influencer marketing: “Sharing a Coke” encourages users to share photos with personalized bottles
