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Georgia's new campaign: "The world is made up of someone's work." Japan's first smartphone magazine delivered via can: "Weekly Georgia" launched.
Japan Coca-Cola launched a new campaign for its canned coffee "Georgia" titled "The World is Made of Someone's Work." on January 27. The campaign features comprehensive communications including TV commercials, smartphone magazines, outdoor advertising, and a gift campaign.
The first installment of the TV commercial series, the "Manifesto" edition, began airing on January 27. Actor Takayuki Yamada, the campaign's image character, plays eight roles representing dedicated Japanese men: a construction worker, takoyaki vendor, salesman, delivery driver, police officer, traffic controller, and ramen shop owner, plus the role of a father. At a shopping district vending machine, a child asks his father, who is about to buy a Georgia, "Who builds the world?" Confused by the sudden question, the father turns to a construction worker at a nearby site who shouts, "I do!" Startled, the father looks back, only for a ramen shop employee to say, "No, I do." One after another, a salesman, police officer, delivery driver, and traffic controller chime in. Inspired by these various people, the father clutches his Georgia and murmurs, "No... it's me." Finally, the child declares, "No, it's me!" The ad conveys the key message: "The world is made by someone's work."
As part of the campaign, the first-ever canned beverage-based smartphone magazine in Japan, "Weekly Georgia," was launched with KADOKAWA's cooperation. Designed as a "reading supplement" for working men, it delivers daily content including the documentary "Working King" featuring men on the front lines, classic manga, and gravure photos. Anyone can enjoy it by downloading the free "Weekly Georgia" app on their smartphone. Scanning a Georgia product or its image also grants access to bonus content.
Additionally, to coincide with the launch of "Weekly Georgia," the magazine is advertised on the sides of cans from the "Emerald Mountain Blend" series. Different messages are displayed for each flavor type: 2 types of "Georgia Emerald Mountain Blend," 2 types of "Emerald Mountain Blend Crisp Light Sugar," 1 type of "Emerald Mountain Blend Black," and 2 types of "Emerald Mountain Blend Cafe au Lait," totaling 7 types.
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