Carbonated Soft Drinks / Beverage News

Coca-Cola celebrates football dreams in Super Bowl commercial

Online sharing will support Boys & Girls Clubs of America

Atlanta-based The Coca-Cola Co. is using one of its two 60-second Super Bowl ads to emphasize consumers’ dreams and aspirations. The commercial, “Going All the Way,” tells a story of triumph over adversity, the company says.

Set to House of Pain’s “Jump Around,” the ad centers around Adrian, a high school football player struggling to fit in and make his mark. He catches his big break when the opposing team fumbles the ball, and it lands in his arms. With support from his team and the crowd in the stands, he breaks through, perseveres and achieves greatness. After scoring a touchdown and then running through the streets of Ashwaubenon, Wis., his dreams are realized when he runs the length of Lambeau Field, performs a touchdown dance, and attempts his own Lambeau Leap in front of a nearly empty stadium. He celebrates a moment of happiness and accomplishment when a groundskeeper hands him a Coca-Cola.

The commercial was filmed in Ashwaubenon, a suburb of Green Bay, Wis., with the final moments filmed at Lambeau Field. Most of the ad’s cast was made up of Green Bay area residents, and the stadium’s actual groundskeeper of 17 years has a featured role in the spot.


"'Going All The Way' is a story that celebrates a young man accomplishing his dreams; it’s also a celebration of the amazing town of Ashwaubenon, Wis., coming together and our wonderful partnership with the city of Green Bay," said Katie Bayne, president of North America Brands for
Coca-Cola North America, in a statement. “While Coca-Cola is a global brand, this ad illustrates the deep roots it has in every community where it does business. We are in every city and every town across the country, ready to provide the kind of refreshing, uplifting moments of optimism Adrian enjoys after his journey to Lambeau Field."

“Going All The Way” will air during the second half of the Super Bowl. The company’s other 60-second advertisement also will be unveiled during the second quarter. This is the eighth consecutive year that Coca-Cola commercials will appear during the Super Bowl, it says.

To celebrate the launch of “Going All The Way,” Coca-Cola will donate $50,000 to the Boys & Girls Clubs of America (BGCA) Triple Play program once the spot reaches 10,000 shares online. BGCA enables young people to achieve great futures and provides them with supportive relationships, enrichment programs, and a safe and positive environment to make new friends, the company says. The Coca-Cola Co. is a founding sponsor of the BGCA Triple Play program, which encourages young people to eat a balanced diet, become more physically active, and increase their ability to engage in healthy relationships.
 

For a sneak preview of "Going All The Way," check out the video below.

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Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

2/18/15 2:00 pm EST

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