This is a sense of timing, and understanding that if we are going to say something out there, we better do it by adding a direct, effective, inspiring and refreshing contribution.
This is what Itziar Elizalde adds in expansion.com:
Coca-Cola Spain has decided to do its bit to
to improve the times we live in: “In these times, brands like Coca-Cola can do more than just refresh
can do more than just refresh people, we want to give a touch of optimism,” explained this morning
optimism,” explained its president, Marcos de Quinto, this morning.
His anti-crisis recipe can be summed up in three words: Uncover happiness.
happiness. The slogan, created at the multinational company’s headquarters in
Atlanta for the whole world, which will be launched with a new advertising campaign, called Encuentro in the case of the Spanish subsidiary.
The slogan, created at the multinational’s worldwide headquarters in Atlanta, will be launched with a new advertising campaign, which in the case of the Spanish subsidiary is called Encuentro (Encounter).
campaign, “What would you say to someone who has come into the world at a time like this?
at a time like this, arises from the meeting between the protagonists of the
of the ad: Aitana and Josep. For the first time in the history of
Spanish advertising history, a girl, Aitana Martínez, was born in front of the cameras.
the cameras. Shortly afterwards, she received a visit from Josep Mascaró, a 102 year old Mallorcan
102-year-old Mallorcan. The summary of the meeting is the TV advert
TV spot that can be seen below.
