Though the Porsche Carrera Cup Asia 2020 has been postponed, Porsche Carrera Cup Asia and Coca-Cola have unveiled their joint campaign “Upliftment, doubled" with a message of resilience and positivity looking forward into the post-pandemic era.
Combining "the fighting spirit of motorsport with the unmistakably refreshing feeling of Coca-Cola," the campaign comes by way of Saatchi & Saatchi Shanghai. The creative team found their inspiration in the roar of a racecar engine and the sound of opening a Coca-Cola, and developed two commercials: one featuring a Coke-branded Porsche 911 GT3 Cup, and a second featuring real racers to generate excitement for the future.
First commercial: https://v.qq.com/x/page/f3148wlqrfq.html
Second commercial: https://v.qq.com/x/page/c3150yust20.html
The campaign is the latest chapter in a long partnership between Coca-Cola and Porsche dating back to the 1970s, when racecar driver Robert "Bob" Akin took his Coke-branded Porsche 935 and 962 to some spectacular finishes in memorable races.
"Co-branded marketing is no longer a simple A+B model," said Sandy Wu, general manager of Saatchi & Saatchi Shanghai.
"From consumers to brand clients, people no longer applaud for superficial collaborations. As an agency, we need to dig deeper, and find that marketing model, to connect both internal and external aspects between brand culture and product design, to establish a strong business culture and even emotional bonds, and to help collaborating brands gain greater value."
In addition to the commercials, there is also a co-branded can, featuring the same Porsche 911 GT3 Cup emblazoned alongside on the iconic red and white Coca-Cola design, available for a limited time.