Coca-Cola went all-out to commemorate the historic summit between U.S. President Donald Trump and North Korea's Kim Jong Un set to take place Tuesday in Singapore. Outdoor and social messaging bring the leaders together in a handshake, via Coke's iconic "swirl," while the brand made a social video of cans with the Coca-Cola logo written half in English, half in Korean. The message on the cans, in both languages, reads, "Here's to peace, hope and understanding."
Working with Ogilvy Singapore, Coke also made the swirl animation to appear in Singapore's Changi Airport. It shows a a cartoon Trump and Kim approaching each other from opposite ends, and as they walk, their trails form the iconic white-on-red "swoosh" of the brand's logo. The animation culminates when the pair meet in the middle and shake hands. Another version of the animation will also appear on social media.
On Facebook, the company posted a video of man-on-the-street interviews it filmed in Singapore the day before the meeting. One woman says, "It's a universal drink. You don't have to be a certain race, or from a certain country, to even recognize this drink." That said, isolated North Korea is probably one of the few countries on earth where Coca-Cola isn't a given, though a 2017 story from The Associated Press notes that Coke from China does make it way into high-end hotels and upscale grocery stores in North Korea's capital. And there are also local imitator brands, as AP wrote, "one of which could, from a distance, easily pass as a Coke"--except that it's called "Cocoa-flavoured Sweet Soda Drink."
Coke's Facebook video for the summit wraps up with the song made famous by Coca-Cola's 1971 "Hilltop" ad ("I'd like to teach the world to sing/in perfect harmony"). Coke worked with Dentsu's Merdeka LHS creative agency on both the cans and the video of interviews in Singapore. This is fast-on-your-feet marketing--especially considering the on-again, off-again nature of the meeting. The company even worked its "Taste the feeling" messaging into one of the hashtags it posted with the Facebook video, "#TastethefeelingofHope."