Coke is working to localize its global marketing in Serbia with a campaign that includes hand-crafted billboards, a cooking show featuring local recipes and a version of its "Taste the Feeling" song with a local twist.
A campaign by McCann Belgrade, designed to appeal to a country that has strong local customs, has engaged the local community in creating the out-of-home ads, starting with a hand-knitted billboard that has been placed on top of the country's Zlatibor Mountain. Three more billboards will be unveiled in the next few months: one using weaving, another using needlepoint and one using regional tapestry craft "goblen," all made by Serbian locals.
Coke is also behind a 12-episode cooking show, hosted by well-known influencers and chefs who will travel throughout the country, discovering traditional Serbian meals and give them a modern twist, together with a Coca-Cola.
Meanwhile, its Taste the Feeling has been translated into Serbian (To Je Taj Osecaj) and the jingle has been re-recorded in Serbian folk style; you can hear it in the promotional video here.