• by Laurie Sullivan , Staff Writer, Yesterday

Coca-Cola debuted a new U.S. campaign, “And a Coke," the first-of-its-kind collaboration that combines 13 iconic quick-service restaurant (QSR) brands in one to support a national effort.

Arby’s, Culver’s, Domino’s, Five Guys, Jack in the Box, Jimmy John’s, Panda Express, Popeyes, Sonic, Wendy’s, Whataburger, White Castle, and Wingstop are smooshed into one national campaign.

"By using authentic ordering language and recognizable food occasions as a storytelling device, the campaign highlights the celebration of food moments across more than 10 partners, while reinforcing the shared role Coca-Cola plays in bringing them together," Shakir Moin, president, marketing at Coca-Cola North America, told MediaPost in an email. "This campaign is a celebration of different people, different foods, different moments with only one shared choice."

Guess what choice? 

The move shifts Coca-Cola's role from a simple beverage provider to an essential part of performance — getting the consumer to make a purchase and being able to measure and focus on actionable results where payment is contingent on certain actions, clicks and leads.

The company declined to share specific details around data or targeting approaches, but the campaign is grounded in real consumer behavior that can capture how people actually order, from highly personalized meals to everyday moments like meals on the go or late-night cravings. 

What makes the campaign so unusual is the number of companies participating in the campaign. A diverse group of partners representing roughly $66 billion in annual sales all joined in one campaign push.

The campaign builds on the theme that while fast-food orders are increasingly complex and personalized, they almost always end with the same three words, "And a Coke," according to the brand.

The campaign, with 30-second spots, officially debuts in movie theaters on April 3, before expanding to linear TV, digital social channels, and third-party delivery apps like Uber Eats and DoorDash by mid-April.

"Drive-Thru," "Tricky Orders," and "Evening Eats" are the spots. They feature a range of characters from "skateboarding stoners" to "Midwest moms" — placing unique orders who all share the same finish to completing their order: "And a Coke."

WPP Open X, led by Ogilvy, in collaboration with Publicis and Zeno Group, developed the campaign. It reflects a strategic shift toward behavior-led creative and omnichannel, ensuring the "And a Coke" message traverses physical to digital ordering.

If consumers make the order in an app, it is even traceable via time, place, and quantity -- as well as other foods ordered with the Coke.

To tie Coca-Cola’s “And a Coke” brand campaign into a performance marketing strategy, marketers would need to add trackable, conversion-focused tactics that drive immediate sales at the point of order.

While the 30-second spots build on a "ritual" of the order, “And a Coke,” performance marketing closes the loop by placing the product directly in the path of the digital checkout. 

Performance operates on timing, with targeted ads based on the specific creative spots that may focus on a specific theme, such as late-night cravings or morning breakfast routines. They are clear and are based on behavior -- and they are trackable.