Ad of the Day: Coca-Cola to strengthen small companies in Mexico with ‘Shades of Red’

As a part of the initiative, Coca-Cola will use the retired awnings from changarros, taquerías and tiendas de abarrotes because the centrepiece of the marketing campaign, whilst showcasing the folks at the back of those retail outlets.

‘Shades of Red’ will come to existence thru a hero movie, out-of-home activations and social media content material.

“We’re honored to celebrate the small businesses that have been at the heart of Coca-Cola’s story for generations,” mentioned Islam ElDessouky, international vice chairman inventive technique and content material at Coca-Cola. “These awnings across Mexico symbolize shared moments, tradition and community. This campaign is our tribute to those who make Coca-Cola a part of their local culture”.

The marketing campaign was once created via WPP Open X, led via David Madrid, and supported via Ogilvy PR in collaboration with Stink and Pickle Music.

“Coca-Cola’s biggest OOH campaign this year isn’t made of billboards, it’s made of the awnings that have witnessed everyday life unfold across Mexico,” mentioned Pancho Cassis, international leader inventive officer at David. “As we retire the old ones and bring in the new, we’re celebrating everything they stood for: connection, community, and the everyday moments that give life to Mexican culture.”