WEBBY AWARDS

Advertising, Media & PR

Category:

branded content - food & beverages

 

Campaign name: “The Original, The Original Way”

 
 
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The Task:

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.

The Idea:

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. 

Coca-Cola’s Youtube channel "Original Way" has been the central platform for the 6-part web series already produced. The series is promoted via paid media and digital media cooperations on channels loved by foodies such as VICE Munchies, Food Blogs (link), or the entertainment app from airline Eurowings. 

In less than 6 months, more than 15 million views have been generated, with an average watch-through rate of any given episode of 40% (length per episode: 8-10 minutes).

 
 
 

THE ORIGINAL WAY SERIES – Season 1, Episode 4 ‘HUMMUS’

Youtube (German original): https://www.youtube.com/watch?v=Jg1Z-QCIg-k

The Original Way series, Season One (6 episodes), explores Germany’s top chefs and the original dishes they serve. Episode 4 takes us to Berlin’s trendy Prenzlauer Berg area where Jalil Dabit, a Palestinian, and Oz Ben David, an Israeli, are squashing 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. The kitchen staff is made up of employees from Syria, Saudi Arabia and Egypt – and after work, they break pita bread together.

 

THE ORIGINAL WAY SERIES – Season 1 Episode 3 ‘ORIGINAL JAPANESE RAMEN’

Youtube (German original): https://www.youtube.com/watch?v=Zo3fMGa0850

The Original Way series, Season One (6 episodes), explores Germany’s top chefs and the original dishes they serve.  In Episode 3 we meet Haruhiko Saeki, the owner of the Takumi ramen restaurants in Düsseldorf, Munich and Berlin, which are believed to serve Germany’s most authentic Japanese ramen. Through the episode, we discover what inspires Mr. Saeki as he cooks ramen for Germans every day, and the incredible lengths he goes to in order to make that possible, as we venture to the dish’s place of origin – the icy northern Japanese city Sapporo on the island Hokkaido.

 

THE ORIGINAL WAY SERIES – Season 1 Episode 1: ‘ORIGINAL PERUVIAN CEVICHE’

Youtube (German original): https://www.youtube.com/watch?v=aM2CEApl0yE

The Original Way series, Season One (6 episodes), explores Germany’s top chefs and the original dishes they serve.  In Episode 1, Juan Danilo, head chef of the Peruvian restaurant Nauta in Berlin, takes us on a journey to discover genuine Ceviche – a popular Latin American dish of fresh seafood cured in citrus and spices. Behind Nauta’s presentation of this quintessential Peruvian dish is the fascinating story of Juan’s personal quest to rediscover himself and his roots, ultimately finding his place as one of Germany’s most distinguished chefs.  

 
 
 

THE ORIGINAL WAY SERIES – Season 1, Episode 5 ‘INDIAN DOSA’

Youtube (German original): https://www.youtube.com/watch?v=fOU1S0CI8ns

The Original Way series, Season One (6 episodes), explores Germany’s top chefs and the original dishes they serve. Episode 5 introduces us to Aparna Aurora, who serves authentic South Indian street food at Chutnify, her restaurants in Berlin Prenzlauer Berg and Neukölln. Their featured dish is Dosa; A crispy stuffed crêpe eaten for breakfast, lunch and dinner back home. It comes in many varieties, with the Masala Dosa (potato filling) being the most famous. At Chutnify, eating these authentic dishes with your hands is not just accepted – it’s encouraged!

 

THE ORIGINAL WAY SERIES – Season 1 Episode 2 ‘ORIGINAL NEAPOLITAN PIZZA’

Youtube (German original): https://www.youtube.com/watch?v=htHP3373c6c

The Original Way series, Season One (6 episodes), explores Germany’s top chefs and the original dishes they serve.  Episode 2 explores the world’s most popular and perhaps most misunderstood dish: pizza.  Enter Standard Serious Pizza, the Berlin institution that Italians living in the capital swear by – the eatery is widely considered to offer some of the most authentic pizza outside of Naples. The episode is a discovery of some of the world’s most unique ingredients, the origins of pizza, and why this dish was just awarded UNESCO World Heritage status. Buon appetito!

 

THE ORIGINAL WAY SERIES – Season 1, Episode 6 ‘STEAK & LOBSTER’

Youtube (German original): https://www.youtube.com/watch?v=5UKrk9_PjcY&t

The Original Way series, Season One (6 episodes), explores Germany’s top chefs and the original dishes they serve. Episode 6 takes us to Hamburg where Brian Bojsen, originally from Denmark, spreads cozy hygge at his restaurant Brian’s Steak and Lobster. Traditional surf and turf is served with hearty hospitality by this self-proclaimed “crazy Dane”. High-quality products delight: lobster and sea salt from Danish shores, and gourmet beef from one of America’s most acclaimed ranches. Sit back, relax and make yourself at home.

 

Contact

LURE Media GmbH
Auguststraße 87
10117 Berlin

Maike Schröder
maike.schroeder@lure.media
+49 30 550 769 37
www.luredby.com