Coca-Cola & George the Poet present: Open Like Never Before - Coca-Cola | Clapboard Ad Archive

Coca-Cola’s 2020 campaign Open Like Never Before, launched in The Netherlands in partnership with 72andSunny, marks a strategic inflection point for the brand in the food and drink sector, responding directly to widespread societal upheaval with a message that eschews any appetite for simply returning to normal and instead advocates for a collective renewal grounded in humility, mindfulness, and courage. At its core, the campaign features George the Poet, a respected voice of his generation, whose cinematic poem delivers an emotionally charged narrative that positions uncertainty not as a setback but as a vital opportunity—a creative decision that gives the work both cultural immediacy and lasting emotional resonance. By aligning with George the Poet, Coca-Cola leverages the influence and authenticity of a well-known cultural figure to forge a connection with socially conscious younger audiences, using a creative approach that Clapboard’s taxonomy recognizes as FORMAT#8—Ongoing Characters or Celebrities, which places the brand communication squarely in the realm of celebrity-driven storytelling with an emphasis on voice, perspective, and community aspiration. The campaign’s centerpiece film, amplified through Coca-Cola and George the Poet’s owned social channels, garnered over 445,000 views, demonstrating robust digital engagement and confirming the appetite for inclusive, values-led brand narratives during periods of consumer introspection. Rather than returning to literal product benefit or overt transactional messaging, the narrative operates at the intersection of beverage marketing and public interest, framing Coca-Cola as a catalyst for openness and incremental social change at a time when cultural brands are expected to speak authentically to shared challenges. As competitors like PepsiCo and Red Bull pursue energetic, lifestyle-centric activations, Coca-Cola’s approach with Open Like Never Before signals a pivot toward brand purpose and emotional depth that transcends category conventions while maintaining mass-market accessibility and relevance. Clapboard rates this 76/100. In elevating a cinematic poem into the heart of its communications strategy, Coca-Cola demonstrates how global brands can inject meaningful cultural dialogue into their campaigns when the world is most receptive.