Here’s some Happiness from Coke to brighten your day and your spirits. Twenty years ago South Africa held its first democratic election and Nelson Mandela was elected into office. And Bishop Desmond Tutu coined the term “the rainbow nation.”
The rainbow, of course, represents the country’s diversity and its many achievements. To celebrate the 20th anniversary and highlight the country’s diversity, Coke created a giant rainbow atop its billboard-covered building in Johannesburg using some technological wizardry, high-powered water cannons, the sun and a dollop of magic.
The brand also created these rainbows above its many billboards across the area. And to make things even more fun — and to quell people’s curiosity about what’s at the end of the rainbow — some installations brought the rainbow done to the ground which resulted in some celebratory water antics.
Clearly this isn’t about selling cans of Coke. And that’s a very good thing because everything a brand does shouldn’t always always be about selling. Rather, in this case, it’s about a brand fostering a nation’s much needed desire to celebrate its hard won success. Because as we all know, things weren’t all that great for South Africa for quite a long time.
Opinions expressed in the article are those of the guest author and not necessarily Marketing Land.