Coca-Cola's Man-Made Rainbows Celebrate South Africa's Rainbow Nation

By: Laura McQuarrie - Published: Apr 24, 2014 • References: & brandingmagazine
Coca-Cola's Rainbow Nation pays tribute to 20 years of democracy in South Africa, which is timely because April has also been dubbed Freedom month. The term "Rainbow Nation" was coined years ago by the Archbishop Desmond Tutu, describing the diversity of South Africa's people. To create a truly memorable way to mark the celebration of Freedom Day, Coca-Cola literally created its own rainbows.

FCB Johannesburg set up giant Coca-Cola billboards throughout the city of Johannesburg and wherever they were, a rainbow was directly overhead. These man-made rainbows were conjured up with sunlight, some complex calculations and the use of non-drinkable, recycled water.

Certain spots provided the perfect place for photo ops, playing in the mist and enjoying a can of Coca-Cola at the end of the rainbows. Since Coca-Cola is all about sharing moments of happiness, this campaign was definitely a success. Stats for Rainbow-Accompanied Ads Trending: Older & Mild
Research: 476 clicks in 108 w
Interest: > 3 minutes
Concept: "rainbow Nation"
Related: 96 examples / 74 photos
Segment: Neutral, 18-35
Comparison Set: 35 similar articles, including: recycled crate stadium seating, rainbow arched drink displays, and reinterpreted drug soda ads.