Monday, March 26, 2012 Resurrecting and reimagining: The "Hilltop" Coke ad 40 years later
In the marketing communications world, we are always pushing for the new idea, latest concept and that fresh look. But there are times when we need to look at what has been successful in the past and “re-imagine” the wheel to garner strong consumer branding power.
The “I’d like to buy the world a Coke” ad created four decades ago turned into a full-length song and quickly became a No. 1 hit single. Last year, I wrote about the 40th anniversary of the ad, noting the power of audio in advertising. The song was a brilliant marketing hug to the world and increased Coke’s presence among consumers.
And it’s back.
But this time, the ad has been spun with a modern audience in mind, using interactive digital technology in a new venue that could set the precedent for marketing campaigns in the next several years. With Google’s “Project Re: Brief,” the re-imagined ad enables a new generation of Coke-lovers to actually “buy the world a Coke” from their computer or phone.
At kiosks placed around the globe, users can select a location for delivery, attach a personal video or text message, and then watch as the Coke is “delivered” to a friend or stranger via a specially-designed vending machine on the other side of the world. The
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