Submitted by OgilvyAgency IPI Score 95/100

Drink in America

Content Creation

Ogilvy, through WPP Open X, made an anthem film for Coca-Cola marking the United States' 250th anniversary, echoing the 1971 Hilltop ad with an original inclusive song and special-edition America250 packaging.

America250 (US 250th anniversary)Signature-partner milestone

Case in 60 seconds

As a signature partner of America250, Coca-Cola needed to do more than attach its logo to the US 250th anniversary; the work had to carry real emotional weight.

One of the brand's most beloved assets, the 1971 Hilltop ad and its I'd Like to Buy the World a Coke refrain, captures shared optimism that maps naturally onto a national milestone.

Create an uplifting, inclusive anthem that echoes Hilltop's spirit and reignites optimism, without feeling derivative.

Through WPP Open X led by Ogilvy, the team produced Drink in America, an anthem film shot across Atlanta, Austin, New York and San Francisco with an original song and special-edition America250 packaging.

No performance metrics or awards are published on the agency page. The work is positioned as a brand film to reinforce Coca-Cola's cultural relevance during a high-profile national moment.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Americans engaged with the country's 250th anniversary, and Coca-Cola's broad national consumer base.
Brand tie-ins to national events risk feeling like logo placement rather than genuine cultural participation.
Coca-Cola needed to mark America250 with emotional weight and echo a landmark heritage ad without seeming derivative.
Coca-Cola positioned itself as a signature partner of the milestone, offering shared optimism and collective American identity.
Borrowing the emotional architecture of a beloved brand asset and updating it for a national occasion makes the optimism feel earned rather than manufactured.

Creative & Execution System

Assets & channels

  • Anthem brand film
  • Original song (joyful, inclusive blend of styles)
  • Special-edition America250 Coca-Cola packaging

Partners

  • WPP Open X, led by Ogilvy

Participation mechanic

  • Not disclosed

Creator role

  • Not disclosed

Results & Evidence

MetricValueResult type
Signature-partner milestoneAmerica250 (US 250th anniversary)context

Why Ogilvy's strategy worked

  1. 1

    Borrowing the emotional architecture of a beloved heritage asset, the 1971 Hilltop ad, gave the film instant resonance.

  2. 2

    Anchoring to America250 provided a clear cultural occasion beyond a logo tie-in.

  3. 3

    Shooting across recognisable American cities with an original, inclusive song aimed to make the optimism feel shared.

  4. 4

    Special-edition packaging carried the campaign identity into the physical product at the milestone moment.

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