As the official sponsor of the NFL, the Super Bowl is the brand’s annual opportunity to do something exciting and memorable that connects with consumers. But, unlike every other year, this Super Bowl had an interesting twist.
Atlanta, GA, was the host city of Super Bowl LIII which also happens to be the birthplace of Coca-Cola. What seemed like a potential problem was actually a gift—you can’t buy brand tension like this. Since everyone had seen Pepsi and Coke battle it out before, we proposed a refreshing new approach.
With everyone anticipating typical Cola Wars fireworks, we did the last thing anyone expected and declared a truce. In a gesture of goodwill, we created a life-sized statue of Pepsi founder Caleb Branham and placed him in a symbolic “cheers” with Coke founder John Pemberton outside their World of Coke museum. Publicly, Coke greeted us with open arms. Privately, they kicked us out. But it was too late – the #ColaTruce had already captivated the Super Bowl narrative from Twitter to CNN to the New York Times and everywhere in between.
The One Show