Coca-Cola Poland has launched a new iteration of its iconic "Share a Coke" campaign, featuring popular Polish artist Jan Rapowanie. The initiative aims to highlight the importance of emotions, genuine closeness, and shared experiences, resonating with a younger audience through the artist's authentic voice and relatable message.
The campaign, developed in collaboration with VML Poland, focuses on the idea that true connection comes from being present and sharing moments, rather than just observing them through a screen. Jan Rapowanie, known for his introspective lyrics and ability to connect with fans on a deeper level, embodies this message perfectly. His involvement extends beyond just appearing in commercials; he also created a new song, "Jak Masz" specifically for the campaign, which serves as its musical backdrop.
The campaign leverages a multi-channel approach, including TV spots, digital content, and social media activations. It encourages consumers to share not just a Coca-Cola, but also meaningful moments and emotions with their loved ones. The narrative emphasizes that the best memories are created when people truly engage with each other, fostering a sense of community and shared joy.
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