Advertising, Media & PR
Campaign name: “The Original, The Original Way.”
Gastronomy is the fastest growing market for soft drinks in Germany. Many established brands are profiting from the trend, and many new brands are entering the market.
Even so, Coca-Cola´s growth is stagnating. The reason: Restaurant and bar owners and foodies shaping today’s high-quality gastro scene associate Coke with fast food rather than with high-quality cuisine.
In order to return Coca-Cola out of the classic glass bottle to its position as the original soft drink known for great taste and premium quality, we developed the multi-year program "The original, the original way.”
The core of the program is a web series that shows Coca-Cola in close partnership with genuine originals in the German gastro scene. The series tells the stories behind the creation of their culinary classics, as well as their motivations and passion in striving for quality. It’s an approach that manages to appeal to both gastronomes and foodies alike.
Digital Hub: www.youtube.com/originalway
THE ORIGINAL WAY SERIES – Season 1, Episode 4 ‘HUMMUS’
Youtube (German original): https://www.youtube.com/watch?v=Jg1Z-QCIg-k
The episode "Hummus" takes us to Berlin's trendy Prenzlauer Berg neighborhood, where Jalil Dabit, a Palestinian, and Oz Ben David, an Israeli, break down cultural barriers by serving the city's most delicious hummus. Creamy chickpea purée is produced at their eatery, Kanaan, according to a recipe from Jalil's grandfather, who owned a legendary restaurant in Ramla, Israel. The kitchen staff is made up of employees from Syria, Saudi Arabia and Egypt. After work, they all break pita bread together.
After just three months, the episode has reached almost 2.5 million views, with a watch-through rate of 40% (length of episode: 9 minutes).
LURE Media GmbH
+49 30 550 769 37