Coca-Cola, the caffeinated drink that has long been valued as a way to perk you up and keep you going, is now being positioned as the opposite – an antidote to the fast pace of life.
“The World Will Wait” is a new global (except US) campaign by WPP Open X, showing a large bottle of Coke being shared at a family mealtime as dad finally logs off to enjoy the moment. All soundtracked by Yusuf/Cat Stevens’ wistful tune, “The Wind”.
Coca-Cola is joining a chorus of advertisers encouraging people to slow down, unplug, and enjoy some IRL bonding time. “AFK” (away from keyboard) is the message, and of course influencers will be spreading it online when people are not taking their advice to go AFK.
The campaign is masquerading as a work-life balance message, but the strategy is all about opening up new consumption opportunities by encouraging people to drink Coca-Cola with a home-cooked meal.
Arnab Roy, president of the global category at Coca-Cola, said: “In a world that constantly demands our attention, we’ve observed a growing tension among our consumers – especially younger generations – who truly desire genuine connection but often feel overwhelmed by the urgent pressures of daily life. ‘The World Will Wait’ is designed to inspire us and remind everyone that some moments are simply too important to postpone.”
It’s an implausible message, but some calming music and a relaxed setting have an appeal of sorts.
MAA creative scale: 5
