Coca-Cola is returning its beloved “For Everyone/Para Todos” campaign, celebrating togetherness and the brand’s universality for a new generation. Originally launched over 20 years ago in Argentina, “Para Todos” became a cultural touchstone, emphasizing that Coca-Cola is a beverage for everyone. Now, with refreshed storytelling and production, the spot is making its long-awaited return, adapted for today’s multicultural audiences in English and Spanish. To understand the ins and outs of this new campaign, Portada talked to Alex Ames, Senior Director of Creative and Content, Coca-Cola, and Stephanie Eaddy, Senior Director of Cultural Marketing, The Coca-Cola Company.
Coca-Cola Campaign: Reflecting modern American life while celebrating the iconic packaging
“This campaign is an homage to the original—honoring what made it resonate while contemporizing that simple, powerful idea for a new audience,” says Alex Ames, Senior Director of Creative and Content, Coca-Cola. He adds, “By turning the lens back on our consumers, we wove in storytelling that reflects modern American life while celebrating the iconic packaging people instantly recognize. To bring this vision to life, we partnered with director Martin Wonnacott, whose work helped capture both the timeless appeal and refreshing beauty of the products, reinforcing the iconicity of our brand in a modern context.”
“This campaign is an homage to the original—honoring what made it resonate while contemporizing that simple, powerful idea for a new audience.”
Creative Process
Ames notes that artist Pablo Picasso’s statement that ‘great artists steal’ applies to a brand with the creative heritage of Coca-Cola; “When you’re a brand with the proud heritage of a Coca-Cola, we’re fortunate to have an incredible body of our own great creative to steal from.” Ames explains that “we started with the famous ‘Para Todos’ film from Argentina for this spot. From there, we briefed Cartwright and Casanova to come back with new statements that expressed the idea of Coke being for everyone, juxtaposed against beautiful glass product shots. Once we landed the best vignettes, we worked with the legend of liquid photography, Martin Wonnacott, to create a modernized visual language.”
“When you’re a brand with the proud heritage of a Coca-Cola, we’re fortunate to have an incredible body of our own great creative to steal from.”
DE&I has been attacked under the current administration. Yet Coca-Cola has an ongoing commitment to inclusive, culture-forward storytelling. Stephanie Eaddy, Senior Director of cultural marketing at The Coca-Cola Company, explains that “Coca-Cola has always been about inclusion at its heart. We are a beacon of optimism and uplifting refreshment. Through our marketing, we remain committed to the consumers we serve with stories and programs that reflect them.”
Coca-Cola Campaign Details
Media planning and buying for this campaign has been managbed by Publicis Media, which in March obtained the Coca Cola North America which was previously held from WPP. The “For Everyone/Para Todos” campaign will run across paid media in online video, social, and audio platforms in both languages through the summer. Eaddy adds, “we developed this with OpenX led by Cartwright, with the Spanish script led by Casanova. This was not a simple translated script. We concurrently developed the two scripts with these two agencies to bring authenticity and relatability to the story for more people.”
“ This was not a simple translated script. We concurrently developed the two scripts with these two agencies in order to bring authenticity and relatability to the story for more people.”
More Portada Coca Cola Marketing Coverage
Coca Cola Nascar: How Daniel Suarez inspires Hispanic Sports Fans
Coca Cola unveils a new Christmas Campaign under the Real Magic Platform
How D2C Weighs into Coca Cola’s Latin American Strategy
Inside Minute Maid’s Big Bet on the US $2 billion Aguas Frescas Category
