Coca-Cola just launched a new campaign in Oslo featuring captivating black-and-white street photography to celebrate how pairing its sodas with tacos makes a perfect combination.
Helmed by global creative studio Uncommon, its first work for the soda giant, the out-of-home (OOH) campaign aims to strengthen Coca-Cola’s connection with the popular Mexican dish in taco-loving nations like Norway.
The ad series was produced in collaboration with production house Colony and shot by Frederik Trovatten, who specializes in street photography and had himself stayed in Mexico for four years.
While some of the best billboard ads are usually bold, glossy, colorful, and contain catchy or inspirational messages, Uncommon chose a different approach.
The agency focuses on the strength of Coca-Cola’s brand, coupled with gritty images of real taco stands in Mexico and a straightforward message to make viewers naturally conclude that the tasty dish is paired best with the popular soda.
Effective marketing campaigns often find success in straightforward messaging, especially when executed by agencies with deep expertise in creative strategy.
Forgoing Color to Highlight Authenticity
The OOH campaign showcases authentic Mexican taquerias in black and white, with only Coca-Cola branding highlighted in red, which can be seen on soda cases, signs, fridges, and stools.
The street photography naturally highlights how taco stands in Mexico always have Coca-Cola, solid proof that tacos are best eaten with the thirst-quenching soda.
“Coca-Cola’s iconicity gave us the freedom to focus on authentic moments in the taquerias, where its presence feels natural and unforced.
The strength of the brand made it easy to let those moments shine without needing to emphasize the logo, and the Coca-Cola team fully embraced this approach from the start,” Max Hultberg, founding partner and executive creative director at Uncommon Stockholm, told DesignRush.
With a straightforward tagline, “Where there are tacos, there’s Coca-Cola,” the ads drive the point home for taco lovers that — no matter where they are — their favorite traditional Mexican dish tastes a lot better with Coca-Cola.
Using the Coca-Cola logo as a part of the tagline is just pure genius, spotlighting its recognizability.
The campaign was just launched in Norway, running across different OOH assets and transforming Oslo's central station into a photography exhibition hall.
Last August, Uncommon created impactful OOH ads for Quaker’s Olympic campaign, saying that porridge is for champions.
