Cannes Lions

Magic Duos

VML CANADA, Toronto / COCA-COLA / 2024

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Overview

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Credits

Overview

Background

Meals are the #1 drinking occasion for Coca-Cola. Wherever there’s food, there’s Coca-Cola to make the meal complete. But, with rising competition across all markets we needed to solidify Coca-Cola’s position as the most iconic drink to have with meals. So, we tapped into people’s deep connection with food, and suggested the most perfect pairings to remind people that Coca-Cola is an integral part of mealtime. Magic Duos is a global idea that can be efficiently adapted and scaled across markets. It launched in Canada and Mexico at targeted locations, including a takeover at Toronto’s busiest intersection and outside Mexico City’s most popular malls.

Idea

This campaign celebrates a timeless truth: Coca-Cola and great food are just meant to be together. We wanted to remind the public that there’s something magical about the combination of your favourite dish and an ice-cold Coca-Cola. So, using nothing more than typography and two iconic colours, we showed up at targeted, large-scale sites with serving suggestions across cultures.

Execution

Coca-Cola is an iconic brand, so we wanted the executions to be bold, brave, and unmissable. We aimed to use the least amount of information to create the biggest possible impact. As posters and billboards in busy metropolitan areas, white type on Coca-Cola red gave us the stopping power we needed. The idea was to trigger serving suggestions from classic to regional favourites. Using nothing more than the Coca-Cola font, TCCC Unity, and a fraction of the Coca-Cola logo, we conveyed the message that Coca-Cola and great food are meant to be together. Using the first two (co) and last two (la) letters of the logo we conceptualized numerous food names that would work within the system. This resulted in a global toolkit, developed to be efficiently disseminated for multiple markets. The layouts can be easily optimized from large scale outdoor sites to social posts.

Outcome

Meals are the #1 drinking occasion for Coca-Cola. The connection to food is critical to the brand’s market share and their target market’s daily consumption rituals. This campaign was designed to reinforce Coca-Cola's association with food with the broadest reach possible. To date, the work has run in Canada and Mexico and has helped the brand to retain the biggest market share in both these geographies. Due to the low production cost of developing the assets, the Magic Duos campaign has been one of most cost-effective “Meals” orientated campaigns for Coca-Cola to date.

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