Some brands tell stories about their products. Others tell stories about people. Coca-Cola has always been the latter. And when they chose Morat to tell a Colombian story, the result was a campaign that didn’t feel like advertising.
Coca-Cola launched the Foodmarks campaign in Colombia: a celebration of the places and moments that get etched into memory through food, emotions, and a Coca-Cola. In Colombia, it took on an entirely local shape.
The Colombian Foodmark was Saudade restaurant: an empanada spot in La Candelaria, Bogota’s university district, that marked Morat’s story during their student years. Before the success, before the stadiums, there were Saudade’s empanadas.
The activation was concrete and memorable: a food truck with Morat’s favorite empanadas traveled through Bogota for 5 weeks, stopping at 22 different locations, bringing that story directly to consumers. Not a video. A real experience.
Through its Coke Studio platform, Coca-Cola organized the Listening Party for Morat’s new album, Ya es manana, at the Movistar Arena in Bogota. 927 people were the first in the world to hear the band’s album. They didn’t buy tickets. They won them by being Coca-Cola fans. That’s live marketing done right: the brand doesn’t interrupt the musical experience. It makes it possible.
Coca-Cola and Morat share the same emotional territory: moments of connection, joy, and belonging. When those values are expressed authentically, the consumer doesn’t filter them as advertising. They receive them as part of culture. And that, in terms of brand building, is priceless.
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