Coca-Cola has launched a new global campaign titled ‘We All Understand Coca-Cola’, with a rollout that includes the UAE alongside markets such as Mexico, Colombia, Costa Rica, Ecuador and Pakistan. The campaign uses its most recognisable brand asset – the contour bottle – to spotlight real-life stories of connection that transcend language.
At the heart of the creative is a visual device that brings two languages together: one written left to right, the other right to left. The words meet in the middle to form the silhouette of Coca-Cola’s signature bottle, reinforcing the idea that sharing a Coke is a universal gesture – no matter the language or background.
In the UAE, where multilingualism is the norm and cultural intersections are part of everyday life, the message resonates particularly strongly. The campaign’s use of languages including Urdu and Sindhi (written right to left), paired with European languages like Spanish, French and German, reflects the global nature of Coca-Cola’s audience – and the multicultural makeup of the city.
“Coca-Cola is a timeless brand, and bringing people together encompasses everything we do,” said Santiago Cony, Coca-Cola’s Creative Strategy Sr. Director. “This work is a testament to the fact that we may not speak the same language, but we all understand Coca-Cola.”
Created by WPP Open X and led by INGO, Grey and Ogilvy, the campaign features stories pulled from real life: two athletes sharing a moment after an international swim meet; a foreign exchange student in a parking mishap turned friendly exchange; a group of gamers overcoming language barriers to play together.
In addition to OOH, print and digital executions, the campaign extends to CocaColaStories.com, where users can read stories in English or submit their own Coke-fuelled moments of connection.
