With this week's launch of a new ad titled "Dear Future", the Coca-Cola Co. USA is building on last fall’s national and local advertising efforts highlighting the system’s people, diverse portfolio of products and efforts to strengthen the communities where its people live and work. Grounded in the U.S. system’s #CocaColaRenew priorities, the spot further defines the character story of the company, system and people across the U.S.
Over the weekend, Coca-Cola associates in North Carolina and Florida who were part of the new commercial’s cast were treated to special screenings of the “Dear Future” campaign. In partnership with Coca-Cola’s bottling partners and AMC Theaters, the special premiere events paid tribute to the associates featured in the #CocaColaRenew initiative.
In Charlotte, N.C. approximately 60 Coca-Cola Bottling Co. Consolidated team members and their families attended a “Dear Future” event on June 8. After briefly sharing information about the work and recognizing the Consolidated cast and crew, Coca-Cola previewed the "Dear Future" 60- and 30-second spots on the silver screen.
“While they watched the screen, I watched their reactions,” said Taylor Miffleton, senior brand manager, Social Commitment, Coca-Cola North America. “There were lots of smiles and pats on the back. They’re so proud of the work, honored to be a part of it and cannot wait to tell all their friends to watch it.”
The next night, Coca-Cola Beverages Florida held an event in Hollywood, Fla. Similar to the Charlotte event, leaders shared the context of “Dear Future” and previewed the commercials. The event concluded with a showing of a free movie for associates and their families.
“'Dear Future' highlights the people of Coca-Cola, so it was important to us to take a moment and join together with our bottlers to celebrate the stars of this year’s creative, who tell the world what Coca-Cola is all about,” said Caren Pasquale Seckler, vice president, Social Commitment, Coca-Cola North America. “We’re so proud of the strength and diversity of our system, and are pleased to join associates in giving back each day to our communities.”
Below are photos from the two weekend screenings.
Jeff Whitman from Coca-Cola
Beverages Florida. Learn more about Jeff on Journey.
Coca-Cola Consolidated’s Curtis Long with his family and fellow Consolidated employee Christi McGee (far left) and Taylor Miffleton of The Coca-Cola Company (far right).