Brand Stories

Campaign Trail: Coca-Cola travels across decades to tell a family story

Published

5 months ago

February 7, 2025

Campaign Trail is our analysis of some of the best new creative efforts from the marketing world. View past columns in the archives here.

With artificial intelligence (AI) poised to remake daily life and the state of the world in flux, the current moment feels like an inflection point of technology and culture. But hasn’t that always been the case, to some degree? That’s one of the underlying ideas in Coca-Cola’s latest portfolio campaign, which demonstrates that the more things change, the more they stay the same, especially when Coca-Cola products are involved.

“Westside’s Finest” was created by Coca-Cola in collaboration with WPP Open X, Majority, Prettybird, UTA and CMC Forecast. At the heart of the campaign is a 6-minute short film directed by “Black-ish” creator Kenya Barris that checks in on the ad’s eponymous family-operated corner store for a series of vignettes that begin in 1975 and end in 2025. The period-specific scenes showcase Coca-Cola’s soft drink portfolio, including discontinued products (RIP Tab).

https://www.youtube.com/watch?v=IpgDVaFzjE8

“There’s a reason that there’s not a storied history of portfolio marketing,” said Omid Farhang, CEO and founder of agency Majority. “Especially with a company like Coke that houses so many iconic brands, where each product isn’t just a brand: each product has its own brand strategy and its own cultural meaning.”

To serve each brand and nod to changes in technology, culture and advertising, Coca-Cola settled on a treatment created by Majority about a multi-generation store that has stood the test of time no matter what’s happening in the world.

“We come into this every year with an idea based on business needs and desires of what we want to drive with the program, but then I really appreciate the flexibility and the freedom we’ve been given by our CMO and others to go do what’s fun,” said Alex Ames, senior creative director for Coca-Cola.

Time traveling

The story in “Westside’s Finest” begins with Charles (Omari Hardwick of “Power”) and his wife securing some real estate from a yuppie (Nelson Franklin of “Black-ish”). They sell soda to teens who are arguing about checkbooks and whether or not computers are going to take over; Charles thinks they’ll be all right. But soon the “Hilltop” ad gives way to the hip-hop ‘80s, the yuppie has a brick phone and a New Coke and Charles is joined by his daughter Erykah behind the counter; Mom has passed on.

When the time jumps again, it’s 1995. The world is black-and-white, save for the Coke products and the Grant Hill Sprite ad on the TV. Jazz plays as Erykah (Lauren London of “ATL”) flirts with LaDarius (Lionel Boyce of “The Bear”). By 2005, Erykah is expecting and LaDarius helps some teen girls mix sodas. Then it’s 2015 (or “2015-ish”), and Barris and real-life family members Rainbow, Kass and Bronx shop in the store, which is under renovations.

By 2025, Westside’s Finest is now a little grocery store. Two teens (the same actors from the 1975-set vignette) argue about credit cards and whether or not AI is going to take over. Erykah looks at a picture of her father and says, “I think we’re gonna be all right.” The film then cuts to a montage of the store and its Los Angeles community, full of dominoes players, skateboarders and parking lot conversations.

“It’s a very ambitious story about the passage of time,” Farhang said. “It’s a level of ambition that very few brands in the world could take on but, but ultimately, a story that Coke and only Coke could tell.”

Trust the magic

While meticulously researched alongside Coke’s archivist, the ad is foremost a product of shared vision and collaborative spirit between the brand, its agency partners and Barris himself. Not only did the filmmaker cast himself and his family to bring the real-life “Black-ish” to life, but he pushed for the double dolly shot in the 1995 vignette (amping up the homage to Spike Lee) and the references to cult crime film “Belly” in the blacklit section of the 2005 vignette, which trades a clubland heist for a wild soda fountain creation.

“It doesn’t work if the brand is trying to over-commercialize the message, just as it doesn’t work if the agency or artists are trying to make the brand subsidize their art,” Farhang said. “The trust can only flourish if everybody is aligned on the meaningful, ownable role of the brand at the center.”

Trust is required to add those deep-cut cultural references that make the work more authentic, memorable and engaging. It is also needed to allow for the on-set inspiration that comes from working with a creator like Barris.

“As marketers, we so often get a script, shoot the boards and move on, and we don’t leave ourselves open to the magic of a Kenya Barris, which, to me, is insane,” said Ames. “In marketing, we too often lock ourselves up to that on-set magic.”

Still learning lessons

This is Coca-Cola’s second portfolio effort following last year’s “New Guy,” which was also created with Majority. The similarly family focused ad was directed by Christopher Storer, who brought some cast, crew and flavor from his Hulu hit “The Bear” to the world of Coke.

“It was so great coming into year two, having improved the model. The brief was taking what we learned last year and trying not to over complicate it,” Ames said.

The “Westside’s Finest” film and various cutdowns will run on linear TV, streaming platforms, paid digital and social, out-of-home and in-store extensions until late February. And while it played as a 60-second spot during the Grammy Awards, Coca-Cola is still figuring out the rest of the media plan.

“Frankly, we haven’t launched a lot of 6-minute films as a company,” Ames said. “Even though this is out there in paid media right now, we’re working through other potential ways that this thing could come out once we see the reception to it.”

“Westside’s Finest” comes during a particularly contentious moment, with a strong multicultural focus and perspective on AI — two issues that have gotten Coca-Cola into hot water. Along with staying committed to diversity, equity and inclusion at a corporate level, the brand plans to keep breaking barriers in advertising as it has throughout the years.

“As the story says, whether we’re using computers, AI, robots, whatever, we want to tell great, relatable human stories, regardless of who’s telling those stories,” Ames said. “Regardless of what is going on in the world writ large, we’re all going to be all right.”

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Brand Stories

How Olive Group of Hotels Is Redefining Wellness Travel in India—And Why the World Is Watching

Olive Group of Hotels is setting new standards in wellness travel across India, gaining worldwide recognition for their innovative and holistic guest experiences.

Published

3 hours ago

July 21, 2025

the Editor

Wellness travel is transforming from a luxury niche into a global necessity. Across continents, today’s travelers—especially health-conscious millennials and Gen Z—are redefining what it means to stay well on the road. At the forefront of this movement stands the Olive Group of Hotels, an India-based hospitality leader blending modern living with a deep commitment to holistic wellness.

A Wellness Wave, Not a Fad

Global wellness tourism is now an $800 billion industry, propelled by growing awareness around mental health, burnout, and the need for balance in daily life. Post-pandemic, travelers seek more than just comfort; they want experiences that enhance well-being and foster personal growth. Olive Group’s strategy directly responds to this demand, offering an ecosystem where physical, mental, and emotional health are prioritized.

The Olive Model: Where Hospitality Meets Well-Being

Unlike traditional hotels that treat wellness as an add-on, Olive integrates it into every aspect of the guest journey. Extended-stay suites come equipped with kitchenettes, enabling guests to maintain healthy eating habits. Rooms are designed with natural light, air purification, and ergonomic workspaces—elements proven to reduce fatigue and boost focus.

Guests enjoy access to in-room fitness kits, meditation corners, and digital wellness tools, making self-care part of the daily routine. Olive’s F&B menus highlight nutritious, locally sourced ingredients, with options for plant-based, gluten-free, and detox-focused diets. This seamless integration ensures that wellness isn’t a feature—it’s the foundation.

Personalization Through Technology and Human Touch

What truly sets Olive apart is its embrace of deep personalization. Guests can tailor their stays with app-based wellness programs, book virtual consultations with nutritionists or yoga instructors, and even set custom lighting or sleep settings from their smartphones. The combination of tech-driven convenience and authentic human care creates a guest experience that feels intuitive and empowering.

Urban Oases and Spiritual Gateways

Olive Group’s presence across India’s urban hubs and spiritual destinations amplifies its impact. In cities like Delhi, Hyderabad, and Bengaluru, Olive appeals to business travelers and digital nomads seeking respite from the city’s pace. Meanwhile, in places like Haridwar and Rishikesh, properties are designed to facilitate transformative journeys—connecting guests to yoga, meditation, and local wellness traditions.

Lessons for the Global Hospitality Industry

Olive Group’s evolution signals a new era for hotels worldwide. The future belongs to brands that view wellness not as a spa package, but as a core operating principle. By designing spaces and services around holistic well-being—supported by smart technology and sustainable practices—hotels can build lasting loyalty and set new standards for guest satisfaction.

“Olive’s strategy offers a blueprint for the next generation of hospitality—where wellness is woven into every guest experience, and personalization is powered by both innovation and empathy.” — Industry Analyst, Hospitality Expert

As travelers demand more meaningful, health-focused journeys, the Olive Group of Hotels demonstrates that true hospitality is about helping guests thrive—mind, body, and spirit. In doing so, Olive is not just responding to a trend; it is defining what the future of travel can be.

Disclosure: The author has no direct affiliation with Bloom Hotels, nor does this article include any sponsored content or promotional material. The opinions expressed in this article are based on publicly available information and are intended to provide an objective overview of Bloom Hotels and its services.

Brand Stories

Bloom Hotels: A Modern Vision of Hospitality Redefining Travel

Bloom Hotels represents a modern vision of hospitality, redefining travel for a new generation with innovative design, smart comfort, and memorable stays.

Published

3 hours ago

July 21, 2025

the Editor

In a rapidly evolving hospitality landscape, Bloom Hotels stands as a testament to the changing preferences of today’s travelers. As modern tourism leans toward personalized, sustainable, and experience-driven stays, Bloom Hotels has successfully navigated the intersection of comfort, innovation and local connection, creating an environment that feels both familiar and forward-thinking.

For those seeking not just a place to stay but an experience that resonates beyond the conventional, Bloom Hotels offers a distinctive solution. Here’s why Bloom Hotels has become a top choice for travelers who value simplicity, sustainability and seamless integration of technology.

A Fresh Take on Modern Hospitality

Bloom Hotels embodies a refreshingly modern approach to hospitality, breaking away from the trappings of traditional luxury without compromising on quality or comfort. Its minimalistic yet functional design speaks to the evolving tastes of today’s traveler, who values efficiency and thoughtful aesthetics. Each location, while adhering to the Bloom Hotels brand’s consistent ethos, integrates elements that reflect its environment, creating spaces that feel grounded yet innovative.

Rooms are designed to provide both functionality and relaxation offering features like ergonomic beds, ample workspace and high-speed internet connectivity. Guests are greeted with a streamlined experience that prioritizes ease and accessibility, from swift check-ins to intuitive in-room technology. It’s not about excess, but about providing what’s necessary for a comfortable, efficient stay.

The Power of Personalization

Millennials and Gen Z have rewritten the rules of modern travel, prioritizing personal growth and experience over traditional luxury. Bloom Hotels has recognized this shift and catered to these evolving demands by offering highly personalized experiences that go beyond the ordinary.

Guests can curate their own experiences, from choosing the type of room that best suits their needs to customizing in-house services. Whether it’s a wellness-focused retreat or a city break with a local cultural immersion, Bloom Hotels provides a range of options that reflect the diverse needs of today’s travelers.

For business travelers, the hotel’s seamless integration of technology allows for swift, efficient stays, with features like digital check-ins, 24/7 support, and flexible workspace arrangements. Leisure guests, on the other hand, can explore local recommendations curated by the hotel’s expert staff, enhancing the connection to the destination.

Sustainable and Thoughtful Operations

In a time when sustainability is no longer a luxury but a necessity, Bloom Hotels has committed to reducing its environmental footprint. The brand’s approach to sustainability is both practical and impactful. From energy-efficient lighting and water conservation measures to the use of locally sourced materials and eco-friendly cleaning products, every aspect of Bloom Hotels’ operations reflects its dedication to minimizing environmental impact.

Bloom Hotels also places a significant focus on the local community, integrating regional elements into the guest experience and ensuring that tourism benefits the areas it serves. By partnering with local artisans, sourcing produce from nearby markets, and supporting regional causes, Bloom Hotels creates a sustainable ecosystem that supports both travelers and the local community.

Technology That Enhances, Not Distracts

The modern traveler demands convenience and personalization, and Bloom Hotels meets these expectations with cutting-edge technology. Yet, unlike many hotel chains that overcomplicate guest services with excessive tech, Bloom Hotels takes a measured approach, using technology to enhance the guest experience without overwhelming it.

The hotel’s mobile app allows for easy booking, check-in, and room customization, while in-room technology provides guests with control over lighting, temperature, and entertainment options. By integrating technology in a way that is intuitive and user-friendly, Bloom Hotels enables guests to focus on what truly matters whether that’s work, relaxation or exploration.

Local Connection with a Global Reach

Bloom Hotels thrives on its ability to offer guests a local experience without sacrificing international standards. Whether you’re in the heart of a bustling city or a more tranquil setting, Bloom Hotels ensures that each location captures the essence of its surroundings.

By offering curated local experiences, from guided tours to culinary experiences, Bloom Hotels gives travelers an authentic connection to the region while maintaining the high standards of service they expect. It’s this blend of global consistency and local flavor that sets Bloom Hotels apart in a crowded hospitality market.

The Future of Hospitality

As we look ahead to 2025 and beyond, the expectations of the modern traveler continue to evolve. Bloom Hotels is well-positioned to meet these demands, offering a seamless blend of comfort, innovation and sustainability. For travelers who value simplicity, authenticity, and thoughtful design, Bloom Hotels represents a new standard in the hospitality industry a hotel experience that is both grounded and forward-thinking.

In an era where travelers are seeking not just luxury but authenticity and deeper connections, Bloom Hotels offers a compelling model for how hospitality can evolve to meet the changing needs of a new generation of global citizens.

Brand Stories

„AI, reliable as always.” A popular Elden Ring meme became „canon,” reminding us that Artificial Intelligence has a long way to go

Published

5 hours ago

July 21, 2025

Aleksander Kartasinski

While Elden Ring’s popularity never really waned, its co-op counterpart subtitled Nightreign, might have rekindled people’s curiosity towards this rich universe. The two worlds of those productions intertwine and coexist, while being part of a multiverse of a sort. This phenomenon can be explained in the light of the game’s lore by being an effect of an event called The Shattering. While, of course, it is only a theory it puts a good ground that explains why so many items, foes and environments are similar. When venturing through either one of those worlds, some fans might have stumbled upon a cryptic, quite literally, armament called Coded Sword. Asking AI is one way to look for answers nowadays, yet it can still leave a lot to wish for, as it can confuse memes with significant information.

AI mistakes a meme for a lore description of a weapon in Elden Ring

Looking for an explanation outside of the Elden Ring’s enigmatic universe and using the world’s most popular search engine enriched by AI capabilities is a natural thing to do to learn more about the lore of the world created by Hidetaka Miyazaki. However, by trying to verify the linguistical mystery of an item called Coded Sword, we can see that Artificial Intelligence must train a whole lot more to be able to provide us with correct answers.

To provide a bit more context, Coded Sword is a weapon consisting of only a hilt and a “blade” made from a runic-like sentence. There is also another armament fitted in a similar fashion – a fist called Cipher Pata. Both are unique thanks to their blades being a string of unknown words. Since everything in Souls series appears to have a meaning and be connected to each other, players want to squeeze out some information from those edges made from odd symbols.

The first place to look for answers in the contemporary world is of course Google. And so, using this search engine to uncover this secret provides us with the following explanation:

AI mixes community jokes with Elden Ring lore. Source: Google Search screenshot

This, generated by AI, answer is wrong from the very beginning, as from the description of Cipher Pata in the game we can already learn that the text is written in “the language of light spoken by the Two Fingers,” hence it has nothing to do with “elvish and nordic runes.” Moreover, such races are not mentioned in the lore of Elden Ring, which further undermines the credibility of the tool.

The cherry on top, however, is the translation of the blade, which Gemini describes as “Try fingers, but hole.” This is the running joke of the community who, unable to write in-game messages freely, and only using predefined text, include such joyful notes to make people smile and relieve the stress of transversing The Lands Between, where death can be met on every corner of the map. Suffice to say, that this meme has nothing to do with the actual meaning of the sentence used to create the blade. One of the redditors took this matter more seriously, long before AI came up with this explanation. According to that fan, it is the language of the outer gods that mortals are unable to understand.

It is quite that the most interesting part of this weapon is the text which makes its blade, as the item itself is practially useless in the world of Elden Ring, since it deals solely Holy damage, without even a trace of the physical one. It is quite unheard of in this production. Additionally, most of end-game bosses are very (or completely) resistant to this type of harm, which further lessens its usability. In Nightreign, though, this weapon can find a bit more of use, because Nightlords are not that strong against Holy. Still, you will be probably better off by chosing a different blade.

As you can see, AI generated answers are still far from perfect. This should be enough of a reason to start looking for explanations on your own from credible sources of information. And Elden Ring is very rich in lore treats. You might wonder what the Journal is used for or what are the huge giants roaming on the horizon. Finding explanations and asking others for their views is the core part of titles developed by From Software. Do not take shortcuts, as there are no definite answers to those questions. It is all part of the journey. Have fun!

More:Elden Ring Guide