The move will celebrate the 50th anniversary of the famed Hiltop commercial launched in 1971.
Users of augmented reality tools from Samsung will get a chance to get a little nostalgic and dress up their characters in the style of the 70s. This will be possible thanks to a joint project between Samsung and Coca-Cola, which will celebrate the 50th anniversary of the drink's iconic ad. In a video released in 1971, young people standing on a hill in the song offer to buy a bottle of cola to the world, thereby expressing the message of universal love and togetherness characteristic of the hippie culture of the 70s.
To celebrate the anniversary of the famous advertisement and to tell about it to young buyers who did not catch those times, but would like to know more about them, Coca-Cola presented a complete vintage wardrobe for Samsung's augmented reality characters. This was done in collaboration with digital content creation company Tafi.
Beginning July 1, Samsung Galaxy smartphone users will be able to “dress up” their emoji in T-shirts, tracksuits and other clothing inspired by 70s fashion and Hilltop ads. Users will be able to access the collection via a link through their smartphone's camera, as well as through the emoji store in the Samsung Galaxy Store.
Emoji in new clothes not only look unusual, but also move in dance moves, repeating the style of the commercial. If desired, they can be saved as images in GIF format that supports animation.
In this way, Coca-Cola will be able to directly appeal to a wide audience of users, thus expanding its range of marketing tools. The choice of augmented reality characters to interact with the youth audience is also explained by the fact that such virtual entertainment has grown significantly in popularity during the pandemic, and many brands are looking for ways to use the new trend to promote themselves.