The '#ThatsGold' campaign by Coca-Cola, developed by Fast Horse and launched in the U.S. in July 2016, leverages narrative storytelling to reinforce the brand’s enduring promise of uplifting and authentic moments. Positioned within the non-alcoholic drinks sector, the campaign aims to connect Coca-Cola with moments of genuine joy and celebration that resonate deeply in everyday life. By focusing on “gold” as a metaphor for special, meaningful experiences, the campaign subtly communicates that Coca-Cola is not just a beverage but a facilitator of memorable and valued human connections.
From a market strategy perspective, the campaign taps into the cultural currency of authenticity and emotional resonance, targeting consumers who seek relatable and heartfelt content rather than traditional hard-sell advertising. The use of film as the creative medium indicates an intention to engage viewers on a more immersive level, drawing them into a narrative that elevates the brand beyond its functional attributes. This approach reflects an insight that consumers increasingly value brands that contribute positively to personal and shared experiences, especially in a crowded and competitive beverage market. The campaign’s modest digital footprint and subdued social engagement suggest a focused, potentially niche deployment, aiming to build brand equity through emotional relevance rather than viral reach or mass appeal. Overall, '#ThatsGold' embodies a refined positioning effort to reinforce Coca-Cola’s identity as a companion to meaningful moments, aligning brand value with everyday celebrations that carry an intangible, “golden” quality.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
The campaign title '#ThatsGold' strongly suggests the use of symbolism to convey the product’s benefit, with “gold” representing moments of triumph, joy, or the feeling Coca-Cola aims to evoke. There’s no direct reference to problem-solution framing, competitive contrast, or a celebrity testimonial, and the language points to a celebratory, metaphorical approach rather than a literal demonstration or story arc. The campaign likely associates enjoying Coca-Cola with “golden” experiences, embodying the product’s benefit through symbolic expression.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. PepsiCo – Market Positioning
PepsiCo positions itself as a youthful, vibrant brand with a focus on innovation and bold flavors. It targets a younger demographic through dynamic marketing campaigns and music partnerships, emphasizing experience and lifestyle. Pepsi balances its cola products with a broad portfolio including snacks and healthier beverage options, leveraging its scale to appeal to diverse consumer tastes.
2. Dr Pepper Snapple Group (now part of Keurig Dr Pepper) – Market Positioning
Dr Pepper Snapple Group differentiates by emphasizing unique, distinctive flavors like Dr Pepper’s signature taste. It positions itself as a brand for consumers seeking variety beyond traditional colas, focusing on strong regional loyalty and niche market appeal, with a portfolio that includes flavored sodas and mixers appealing to the adventurous drinker.
3. Nestlé Waters – Market Positioning
Nestlé Waters concentrates on the bottled water and enhanced water segment, emphasizing health, purity, and sustainability. Its brands, such as Poland Spring and Perrier, highlight natural sourcing and premium quality, positioning themselves as healthy, refreshing alternatives amid growing consumer concerns over sugar and artificial ingredients in beverages.
4. Red Bull – Market Positioning
Red Bull is positioned as the global leader in the energy drink segment, promoting high-energy, performance, and adventurous lifestyles. Its marketing heavily invests in extreme sports, youth culture, and event sponsorships, differentiating through an image of vitality and mental alertness rather than traditional soft drink appeal.
5. Monster Beverage Corporation – Market Positioning
Monster Beverage targets the energy drink market with a focus on bold flavors and an edgy, rebellious brand persona. It positions itself as a lifestyle brand favored by gamers, extreme sports enthusiasts, and young adults seeking energy and performance, adopting aggressive marketing strategies around music, esports, and action sports sponsorships.
Q: What is #ThatsGold about?
A: #ThatsGold is a professional campaign launched by Coca-Cola in the United States in 2016, created by the agency Fast Horse. This film-based initiative was designed for the non-alcoholic drinks sector, focusing on storytelling and visual engagement to reinforce Coca-Cola’s association with moments of celebration and personal achievement. Featuring two distinct media assets, the campaign positions Coca-Cola as more than just a beverage, but as a symbol of joy and shared happiness, aiming to deepen consumer connection through emotionally resonant content that highlights the brand’s iconic status.
Q: What creative device does #ThatsGold use?
A: #ThatsGold employs the creative technique classified as FORMAT#9 SYMBOLIZE THE BENEFIT, according to Clapboard’s 12-format taxonomy. This approach uses symbols or exaggerated visuals to represent the positive impact of the product—in this case, “gold” serves as a metaphor for moments of triumph, joy, and the uplifting experiences Coca-Cola seeks to evoke. Rather than relying on literal demonstrations or problem-solution narratives, the campaign leverages symbolic storytelling to communicate the brand’s benefit, reinforcing Coca-Cola’s role in life’s golden moments.
Q: What is the campaign proposition for #ThatsGold?
A: The campaign proposition for #ThatsGold centers on Coca-Cola’s strategic effort to connect the brand with authentic, uplifting moments that resonate in everyday life. By using “gold” as a metaphor for meaningful experiences, the campaign subtly positions Coca-Cola as a facilitator of memorable human connections and celebrations. Targeting consumers who value emotional relevance over traditional hard-sell advertising, #ThatsGold leverages narrative storytelling within the non-alcoholic drinks market to reinforce Coca-Cola’s identity as a companion to life’s most valued and joyful occasions.
Q: How does #ThatsGold rank in Clapboard's archive?
A: #ThatsGold holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the context of Coca-Cola’s brand storytelling and the broader non-alcoholic drinks category.
Q: Who are the competitors in Coca-Cola's category?
A: In the non-alcoholic drinks category, Coca-Cola faces competition from PepsiCo, which positions itself as a youthful, innovative brand with a broad portfolio and a focus on lifestyle marketing. Dr Pepper Snapple Group, now part of Keurig Dr Pepper, differentiates through unique flavors and strong regional loyalty. Nestlé Waters emphasizes health, purity, and sustainability with its bottled water brands. Red Bull leads the energy drink segment by promoting high-energy, adventurous lifestyles, while Monster Beverage targets young adults with bold flavors and an edgy, performance-driven brand image.
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