One Direction Champions #TrueFriendship for LATAM Coca-Cola Campaign

True Friendship (#VerdaderoAmigo) is Coca-Cola’s newest campaign from Latin America inspiring the choices that inspire unity, teamwork and happiness in young people by driving the message to choose to live #TrueFriendship. 

A true friend is the most valuable commodity available in a time where harsh words and actions are easily heard and nearly inescapable. Coca-Cola is seeking to enable the true connections that shape who we are with the new campaign.

As a longtime proponent of adapting the message to the medium, Coca-Cola has launched innovative ads with positive viewpoints through different stages in order to directly engage with the public.

“Since we identified the moments Teens use to connect emotionally, this campaign is the digital tool we need to reach them, and we want to use it to celebrate them and show them that happiness is also a choice. When we chose unity, teamwork and being kind to others, Teens can produce significant positive changes,” said José Luis Basauri, Brand Director for Coca-Cola Mexico.

"Coca-Cola is shedding light on what we’re referring to as ‘crossroad moments’. These are the times when friends can choose to step up for a friend in need selflessly,” said PJ Pereira, Chief Creative Officer and Co-Founder of Pereira & O’Dell. “We hope these scenarios inspire conversation among teens and put a spotlight on how we can choose not to be cruel to another human being, especially with words.”