Coca-Cola has launched a new campaign called “We All Scream for Orange Cream” to promote its latest Orange Cream flavor. The campaign features a 30-second ad set to Mariah Carey’s “Fantasy,” showcasing a neighborhood chasing after an ice cream truck serving the new flavor. The ad will be aired on various platforms including linear TV, over-the-top video, online video, and social media. In addition to the ad, there will be sampling, out-of-home, radio, and experiential marketing support.
The idea behind the campaign is to tap into childhood nostalgia and evoke memories of the Creamsicle flavor profile, which has seen a resurgence in popularity in recent years. The ad emphasizes the orange and red gradient of the new flavor, reminiscent of the classic Coke iconography. The campaign aims to capitalize on the growing interest in nostalgic flavors and experiences among consumers.
The launch of the Orange Cream flavor comes after Coca-Cola discontinued its Spiced flavor last year. The company has been focusing on innovative new flavors under its Creations platform, with Orange Cream being the latest addition. The decision to introduce the new flavor was informed by consumer demand and the trend of nostalgic flavors making a comeback.
In the past, Coca-Cola has successfully used nostalgia in its marketing campaigns, such as the “Westside’s Finest” portfolio campaign and a holiday campaign that featured generative artificial intelligence. The company’s marketing and innovation strategy focuses on bold actions, learning from failures, and scaling successes.
Coca-Cola’s Q3 2025 earnings showed positive growth in non-GAAP organic revenues, driven by price/mix growth and concentrate sales. The company is set to announce its Q4 2024 earnings soon, where more insights into its performance and future plans are expected to be revealed.
Overall, the “We All Scream for Orange Cream” campaign reflects Coca-Cola’s commitment to innovation, nostalgia, and engaging with consumers in meaningful ways. By tapping into consumer preferences and trends, the company continues to evolve its product offerings and marketing strategies to stay relevant in a competitive market.
