For every reason to fear, there is a reason to hope. For every reason to give up or give in, there is a reason to dig deep and try harder. And for every reason to doubt, there are countless reasons to believe in a better tomorrow.
That’s the message behind a topical Coca-Cola campaign that celebrates the notion that, despite ongoing economic uncertainty, political unrest, natural disasters and more, the good in today’s world far outweighs the bad.
Last spring an inspirational film in Mexico and Colombia featured a youth chorus singing an uplifting song against a backdrop of images and words. The spot quickly struck an emotional chord across Latin America and has since reached more than 70 countries worldwide.
Delivering Happiness Around the Globe
Each country has put its own locally relevant spin on the concept. In Japan, a country that was still recovering from the devastating 2011 earthquake, Coca-Cola inspired consumers to find a silver lining even in times of tragedy. Coca-Cola Egypt adapted 'Reasons to Believe' for Ramadan by reinforcing the greater good of humanity in a post-Arab Spring environment. The campaign also delivered a dose of happiness to economically strained countries in Europe such as Greece, Italy and Spain. In the Philippines, Coca-Cola is reminding consumers that there are many 'Reasons to Be Thankful' and to pay it forward this holiday season, as well as thanking Filipinos for making Coca-Cola a part of their lives for the past 100 years.
“‘Reasons to Believe’ is rooted in today’s reality,” explains Javier Sanchez Lamelas, marketing VP for Latin America, where the concept was born. “People around the world are going through tough times. They need to know that things will get better, and Coca-Cola is the brand that can provide this reassurance.”
Inspiring the People of Africa
Africa has found the most reasons to believe — a billion, in fact — by inspiring people to see the brighter side of a continent that's often portrayed as dark, hopeless and stricken with disease, conflict and poverty. In March,Coca-Cola launched “A Billion Reasons to Believe in Africa.” The campaign will reach all Sub-Saharan African nations over the next two years. At the heart of the campaign is a TV ad featuring South African singer Steve Kekana, who rerecorded “I Love You, Africa” — his hit song from 20 years ago — with a youth choir in Kenya to capture how the continent is facing the world’s challenges in a positive, uniquely African way.
Coca-Cola Global Brand Director Lorna Sommerville says “Reasons to Believe” has translated from market to market so seamlessly because it “leans into the fact that we are more alike than we are different.”
"When an idea taps into a fundamental human truth, there are no borders or boundaries to how far it can go,” she adds.
More on Journey
- Coca-Cola CEO Muhtar Kent Receives 2017 Water Leader Award
- Supporting Women's Economic Empowerment in the U.S.
- Water for Life: Youth-based NGO Raleigh Borneo and Coca-Cola Malaysia Provide Clean Water to Rural Communities in Sabah
- Coca-Cola Salesman's Career in Mississippi Started During Civil Rights Movement
- Global Developers Turn to Social Art to Help Give Communities Access to Safe Water