What is Think big about?

Think big is a professional campaign created for Big Cola by the agency Grey and launched in Spain in 2014. This film-based initiative was designed for the non-alcoholic drinks sector and centers on a 90-second spot delivered in Spanish. The campaign’s core creative idea is to inspire viewers to embrace ambition and expansive thinking, positioning Big Cola as a brand that stands for boldness and confidence. Through emotional storytelling and visually impactful narrative, Think big aims to connect with a broad audience by encouraging them to adopt a larger-than-life mindset, elevating the brand beyond a simple refreshment.

What creative device does Think big use?

Think big employs the creative technique classified by Clapboard’s 12-format taxonomy as FORMAT#9 SYMBOLIZE THE BENEFIT. This approach uses symbols or exaggerated visuals to represent the product’s positive impact, dramatizing the idea of bigness both literally and metaphorically. The campaign leverages performance-driven storytelling, using ambitious feats and scale to personify Big Cola’s brand promise. By focusing on visual and symbolic exaggeration rather than traditional testimonial or comparative formats, the campaign creates a memorable association between the product and aspirational, outsized experiences.

What is the campaign proposition for Think big?

The campaign proposition for Think big is to position Big Cola as a catalyst for ambition and expansive thinking within the FMCG market. The brand message encourages consumers—particularly younger audiences or those motivated by self-improvement—to adopt a bold, confident outlook. By urging individuals to think big, the campaign aligns Big Cola with empowerment and optimism, presenting the beverage as a symbol of personal aspiration rather than just a drink. This strategic positioning seeks to differentiate Big Cola in a crowded market by fostering an emotional connection rooted in motivation and possibility.

How does Think big rank in Clapboard's archive?

Think big holds a Clapboard Campaign Score of 62/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.

Who are the competitors in Big Cola's category?

In the non-alcoholic soft drinks category, Big Cola competes with several major brands. Coca-Cola maintains its position as the classic cola brand with a focus on emotional connection and universal appeal, while Pepsi targets a youthful audience through modern, pop culture-driven marketing. Schweppes differentiates itself with a premium, sophisticated image aimed at adult consumers seeking refined mixers. Fanta appeals to younger demographics and families with its playful, fruit-flavored offerings, and Kas leverages its Spanish heritage to provide familiar, affordable refreshment to the domestic market.

This Big Cola campaign inspires bold ambition through emotive storytelling and a confident brand voice— Clapboard's Global Ad Archive.

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Think big - Big Cola | Clapboard Ad Archive

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Description

Big Cola’s Think big campaign, developed by Grey and launched in Spain in 2014, delivers a bold articulation of the brand’s outsized personality within the fiercely contested FMCG drinks sector through an ambitious film executed entirely in Spanish. Harnessing the power of a clear, performance-driven narrative, the 90-second spot leans into a creative approach that Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit, using visual exaggeration and metaphor to dramatize the core proposition that Big Cola is not merely a beverage but a catalyst for grander thinking and aspirational choices. Eschewing conventional tactics like problem–solution storylines, testimonials, or side-by-side comparisons, the campaign instead foregrounds the concept of bigness—whether in scale, mindset, or ambition—embedding it as a persistent motif across the film’s emotional storytelling and cinematic staging. Grey’s direction ensures that the product’s literal and symbolic largeness becomes the shorthand for empowerment and boundary-pushing possibility, mapping Big Cola’s distinctive proposition onto resonant cultural cues within the Spanish market and inviting consumers to embrace the confidence and audacious spirit the brand champions. This strategic alignment of message and creative device lets Big Cola carve a distinctive niche in a marketplace characterized by near-commodity parity, with the campaign’s audacity and clarity asserting brand identity in a sea of safe category conventions. The Clapboard Campaign Score assigns the campaign a 62/100. For an industry where distinctive assets and meaningful symbolism can be rare, this campaign demonstrates how non-alcoholic beverage brands can leverage exaggerated creative signifiers to move beyond refreshment and converge on the language of ambition.