Core Audience: Fútbol Enthusiasts (Resonance 95)
For passionate fútbol fans, this campaign is a direct hit. AVI shows strong alignment with sports docuseries and live-match storytelling, making streaming platforms the natural home for this audience. Sunderland ’Til I Die on Netflix, All or Nothing on Amazon Prime, or Live Sports slots on Hulu deliver the immersive, long-form content that mirrors the emotional highs of the ad. Even lighter formats, such as Apple TV’s Ted Lasso or Disney’s The Big Green, reinforce the playful but unifying message. Streaming gives Coke the chance to connect where fans already lean in deeply.
Beyond the Obvious: Expanding Reach
Sports Families (Resonance 92)
Parents and kids who bond over games connected strongly to the campaign’s message of togetherness. Placing Coke alongside family sports movies or weekend live sports slots encourages these families to make Coca-Cola part of their shared ritual.
Cultural Celebrants (Resonance 91)
AVI revealed strong resonance with community-driven audiences who see fútbol less as a sport and more as a cultural ritual. Content around local festivals, community events, or cultural films offers a bridge between Coke’s global message of unity and grassroots traditions.
Youth Socializers (Resonance 90)
The 18–24 demo drove heavy engagement by amplifying the campaign on social. AVI shows this group responds best to interactive, real-time placements: Instagram Stories during matches, Snapchat highlight reels, or TikTok challenge hashtags that remix the campaign into viral, celebratory moments. YouTube collaborations with influencers reacting to match highlights also fuel organic spread, while Facebook event pages for watch parties reinforce in-person connection.
Additional Surprises
Health & Fitness Buffs (Resonance 89)
Active lifestyle audiences resonated with the high-intensity joy captured in the ad. AVI surfaced opportunities across YouTube sports nutrition channels, Twitch sports gaming streams, and even Reddit fitness communities where conversations around performance and community thrive.
Music Festival Goers (Resonance 86)
Drawn to the same communal energy they find at live shows, this group sees Coke as part of celebration. Partnerships with music-streaming platforms or festival recap content could extend reach beyond the sports arena.
DIY Creators (Resonance 83)
Perhaps the most surprising find: the claymation animation style resonated with makers and DIY enthusiasts. Social video platforms like Pinterest, Instagram, TikTok, and YouTube give Coke a chance to highlight the artistry of the spot itself—behind-the-scenes claymation clips or craft-inspired storytelling could make the ad double as creative inspiration. By speaking to this audience, Coke transforms a campaign about fútbol into a celebration of craft and creativity.
Why It Matters
Coca-Cola refreshed a two-decade-old idea, and AVI shows it landed across multiple adjacent audiences, not just fútbol purists. By tapping into gestures of connection, the campaign aligns with what Orlando Wood calls “between-ness”—moments of relationship that spark cultural memory and long-term brand growth.
Qortex Takeaway
Together Always proves that creative consistency can scale when paired with the right cultural triggers. Streaming connects Coke to fútbol fans at their most immersed, social video extends reach through younger audiences, and the claymation style opens surprising doors to creators. The lesson? Celebrate the game, yes—but more importantly, celebrate the connections it sparks.
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