Coca-Cola is spreading hope and positivity with its latest video message.
May 1 marked International Workers Day, and in honor of the holiday, Coca-Cola released a two-minute short film titled “To The Human Race”. The video juxtaposes negative headlines from the Coronavirus pandemic with images of kindness and bravery, reminding viewers that “optimism is more contagious than any contagion”. To further boost the brand’s uplifting message, the ad is set to the song “Superheroes” by The Script. The brand ends the video by thanking workers around the world for “filling the glass with kindness and hope” during the pandemic. Coca-Cola is releasing the ad internationally, with the video spotlighting heroes from all around the world.
In conjunction with the short video, Coca-Cola is highlighting frontline workers on its website. “Saluting the Heroes of the Human Race” gives the story of workers featured in the brand’s ad. The images include heroes like a chef in Thailand feeding doctors and nurses for free and an engineer in Italy creating medical supplies with his 3D printer. By singling out frontliners, Coca-Cola could remind viewers around the world that normal people just like them are helping save lives during the pandemic. Although Coca-Cola dominates social media engagement amongst beverage brands, according to a Gartner report, the company is not promoting the video ad on any social platforms. Rather, the video is running on digital media and television. The brand is instead dedicating its social media pages to health experts sharing helpful information during the crisis.
As an internationally known brand, Coca-Cola is reminding viewers to have faith in humanity by using its platform to spread a message of togetherness, which could in turn help strengthen fan’s loyalty to the brand.