Coca-Cola’s latest advertising endeavour, the “New Guy” campaign, is making waves in the marketing landscape with its strategic embrace of portfolio marketing. This innovative approach involves featuring multiple brands in a single advertisement to forge a deeper connection with consumers by integrating branded products into relatable human experiences. At the heart of this campaign is the “New Guy” ad, inspired by the familial chaos portrayed in the second season of Disney’s popular series, “The Bear.”
Directed by Christopher Storer, the creator of “The Bear,” the ad unfolds a holiday family gathering scenario, complete with festive food, children, and televised sports. As the narrative explores the dynamics of introducing a new partner to the family, Coca-Cola seamlessly integrates its various brands, including Sprite, Honest juice boxes, and Coke Zero Sugar. The central goal is to authentically embed these brands into relatable moments, enhancing authenticity and familiarity.
Portfolio marketing, as exemplified by Coca-Cola’s “New Guy” campaign, leverages authenticity and relatability to foster a more personal connection with consumers. By weaving multiple brands into a single narrative, the campaign aims to create an emotional storytelling experience centred around universal themes of observation, acceptance, and the forging of new connections. Each brand assumes a distinct role within the narrative, reinforcing their unique attributes and positioning, thereby strengthening the viewer’s engagement.
RTM Watch’s Take
Coca-Cola’s “New Guy” ad represents a significant shift in the company’s marketing strategy. By embracing portfolio marketing, Coca-Cola aims to create more authentic and relatable brand experiences for consumers. The ad’s emotional storytelling and role definition showcase the power of presenting multiple brands within a single narrative. While the focus is primarily on soft drinks, there is potential for portfolio marketing to extend across various product categories, creating even more impactful campaigns.
