‘Open Like Never Before’: Coca-Cola Launches First Campaign Since the Start of the COVID-19 Crisis and Supports Hospitality Partners with a Series of Activities

In April, Coca-Cola temporarily halted all planned marketing activities to redirect funds to communities around the world and support its retail partners who have been severely affected by the crisis. Together with Coca-Cola HBC Croatia – its bottling partner, and The Coca-Cola Foundation – a foundation focused on supporting philanthropic activities in the communities where Coca-Cola operates, the company decided to globally donate over $100 million to organizations leading support in the fight against the COVID-19 crisis. The Coca-Cola Foundation donated over 2.5 million kuna to the Croatian Red Cross. Of this, 1.7 million kuna is allocated for activities related to the COVID-19 pandemic, and 850 thousand kuna for assistance to groups of citizens most affected by the earthquake in Zagreb and the surrounding area.

Coca-Cola is now returning to small screens in Croatia with a new campaign. Open Like Never Before, created and designed by the creative agency 72andSunny Amsterdam, reminds us that we live in a time of cultural and social change. It begins with a manifesto written by award-winning artist George the Poet. His words encourage us to ‘be open to change’ and to be grateful for a different perspective through which we will find new opportunities in ‘the new normal’.

Vinko Kovačić from Coca-Cola Adriatic emphasized: “Open Like Never Before” is based on the belief that we do not have to return to ‘normal’. Instead, we can move forward and make the world not only different but also better. The campaign celebrates and supports our retail partners, including local hotels, bars, and restaurants that have opened their doors to the community after a very challenging period for the entire industry and who have always been at the center of our activities”. 

The launch of the manifesto is accompanied by a second phase of community support reflected in extensive activities through which Coca-Cola aims to assist the hospitality sector and its HoReCa partners:

Support for HoReCa partners is provided through the allocation of additional funds and expertise that enables hospitality providers to create their own advertisements through the innovative digital platform Ad Creator. After hospitality providers create advertisements, Coca-Cola sponsors and promotes them on online channels. Advertisements are shared in an individualized manner on online  channels and help hospitality providers communicate their own offerings or simply invite guests to their hotels, restaurants, or bars. This type of support is available for 800 hospitality establishments in the Republic of Croatia.

For some partner hospitality establishments, special umbrellas with integrated hand sanitizer dispensers have been created, reducing costs incurred from adapting to measures to combat COVID-19.

This Coca-Cola is on us – After a long period in which we lost many things we took for granted, we are returning to old habits. Life indoors has taught us to be more cautious, but also more open than ever. Eager for friends, thirsty for socializing – it’s time to toast together again. That’s why the promotion “This Coca-Cola is on us” has been launched, allowing consumers to win a free Coca-Cola or Coca-Cola Zero at their favorite café. Information on how to claim a coupon for a free Coca-Cola and a list of hospitality establishments can be found at: https://www.coca-cola.hr/promocije/ova-coca-cola-je-na-nas.

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