Coca-Cola’s True Friendship campaign seeks to encourage consumers to think deeper about the meaning of personal connections by prompting them with engaging videos that spark conversation and ask the question “What would you do?”
True Friendship’s unique approach, where product placement comes second to the ad’s content, resonates with consumers as each of us has endured a situation that tests the boundaries of friendship.
The students portrayed in these videos represent a universal want to be loved and accepted, and Coca-Cola is capitalizing on these emotions by encouraging consumers to post on social media with the #VerdaderoAmigo (“true friendship”), as well as by creating Vine content that will showcase similar bravery scenarios. Coca-Cola has also rebranded their iconic fist bump with hands from various religions, ethnicities and cultures. By pulling on the heartstrings of consumer’s everywhere, Coca-Cola is highlighting the classic Coke as the perfect compliment to friendship.