Black History is American History!
Coca-Cola is known for portraying positive messages of hope, love and unity. The African American Marketing team wanted to evoke this same feeling during Black History Month. MarketVision helped Coke create a campaign that encouraged everyone to be inspired by the contributions, struggles and accomplishments of African Americans.
Coca-Cola Black History Month: “BE” Campaign
MarketVision’s “BE” campaign helped Coca-Cola turn Black History Month into an inspiration for all Americans. Just as Coke’s ability to lift our spirits transcends race, creed or economic background, Black History Month should be shared with everyone. Black History is American History and we should all BE uplifted by the achievements of African-Americans and BE inspired to go on to greatness in our own life.
The campaign featured “Positive and Powerful” words to evoke a sense of pride and encourage everyone to strive to BE Legendary. BE Heard. BE Driven. BE Giving. To bring this theme to life, we tapped into Coke’s relationships with LeBron James, Kadir Nelson and Musiq Soulchild. Kadir Nelson’s art paid tribute to African American history and culture, while Musiq applied his creativity to deliver uplifting motivational messages that connected with all consumers.
How We Did It
MarketVision helped Coca-Cola showcase Black History as part of American history and demonstrate that all people can BE history makers.
We launched the campaign internally to engage Coke employees with inspirational murals posted throughout the headquarters, voicemail messages from Cokes’ President and computer screen take-overs that delivered the BE…message. A comprehensive retail program engaged shoppers in key accounts, including a spectacular display in the “action alley” at Walmart, tailored programs for local retailers and restaurant-specific promotions in key on-premise accounts. Local proximity out-of-home advertising and local marketing toolkits enabled sales teams to activate across key markets.
10,000+ stores across the country activated the BE program
300% increase in customized programs
115MM media impressions