Coca-Cola: Rainbow

Integrated

In the lead up to Freedom Day in South Africa, Coca-Cola wanted to create a spirit of celebration in and around the city. Something that would bring people of the Rainbow Nation together and mark 20 years of Democracy.

We chose one of the largest skyscrapers in the CBD to share our message. But we didn’t just show the symbol of the nation, we created it - real rainbows that appeared above our building for the city to see - made by capturing the sun at a specific angle through a mist of non-drinkable recycled water.

On the road, where there was a Coke Rainbow billboard, there were rainbows too.

And because people have always wondered what’s at the end of the rainbow, we brought them down to the ground. For over a week, we hosted activations at Mary Fitzgerald Square, Newtown.

PR

In the lead up to Freedom Day in South Africa, Coca-Cola wanted to create a spirit of celebration in and around the city. Something that would bring people of the Rainbow Nation together and mark 20 years of Democracy.

We chose one of the largest skyscrapers in the CBD to share our message. But we didn’t just show the symbol of the nation, we created it - real rainbows that appeared above our building for the city to see - made by capturing the sun at a specific angle through a mist of non-drinkable recycled water.

On the road, where there was a Coke Rainbow billboard, there were rainbows too.

And because people have always wondered what’s at the end of the rainbow, we brought them down to the ground. For over a week, we hosted activations at Mary Fitzgerald Square, Newtown. PR packages were delivered to influential South Africans, their own slice of the rainbow, to celebrate their contribution to making the rainbow nation great. The brightly coloured packs were customized to each person, relevant to themselves and their brand. The packs contained information about freedom month and what Coca cola was doing to celebrate it.

PR releases were distributed to the media sharing video content of what was happening during the month of April in celebration of Freedom Month.

The response was instant. Influencers commented on and took pictures of their packs and posted these on social networks, also highlighting the importance of celebrating 20 years of democracy.

News of our rainbow was picked up beyond South Africa’s borders – it had people talking on twitter, got #RainbowNation trending & was featured on hundreds of sites, radio stations, newspapers & TV-Stations around the globe with overwhelmingly positive sentiment.

We even received a thank you from government – “This is fantastic Coca-Cola, thank you for showing us the beauty of this unique nation. This month we do indeed celebrate a momentous milestone…”