Case Study: Coca-Cola reignites national optimism with WPP’s "Drink in America" campaign

Coca-Cola celebrates America’s 250th anniversary with WPP

The customer Coca-Cola faced the challenge of authentically celebrating America's 250th anniversary in a way that would reignite national optimism and unify a divided populace. As a signature partner for the event, the iconic brand needed a profound campaign that was true to its heritage. The vendor WPP, through its Ogilvy agency, was engaged to develop a creative solution.

WPP's solution was to create the "Drink in America" campaign, a modern reinterpretation of Coca-Cola's classic "Hilltop" ad. This involved producing an uplifting anthem film that celebrated the nation's diversity through music and imagery, positioning Coca-Cola as a unifying force. The campaign successfully reinforced the brand's status as an enduring American icon and provided a powerful, optimistic voice for the historic moment, effectively making Coca-Cola an integral partner in the national celebration.

Coca-Cola