Table of Contents

Coca-Cola and Reach3 Insights Triumph at the 2025 ANA Multicultural Marketing Excellence Awards

In a remarkable achievement, Coca-Cola, in collaboration with Reach3 Insights, clinched a prestigious recognition at the 2025 ANA Multicultural and Inclusive Marketing Excellence Awards. Their innovative campaign at the 30th ESSENCE Festival of Culture was honored for its exemplary approach to inclusive marketing, setting a new benchmark for brands aiming to authentically connect with diverse audiences.

The Essence of the Campaign

The 30th ESSENCE Festival of Culture, a premier event celebrating Black culture, music, and empowerment, served as the perfect backdrop for Coca-Cola’s immersive brand activation. Partnering with Reach3 Insights, the campaign aimed to deepen Coca-Cola’s emotional connection with the Black community, particularly Black women, through authentic and engaging experiences.

Utilizing Reach3’s Brand Experience Predictor (BXP)

Central to the campaign’s success was the deployment of Reach3’s Brand Experience Predictor (BXP) solution. This innovative tool enabled Coca-Cola to capture attendee sentiments at multiple touchpoints:

Pre-Event: Establishing baseline metrics on brand affinity, emotional connection, and attendee expectations.
During the Event: Collecting real-time feedback through mobile surveys and video responses, capturing authentic emotional reactions.
Post-Event: Conducting SMS follow-ups to assess the lasting impact on brand sentiment, cultural relevance, and consumer behavior.

This comprehensive, full-funnel approach ensured that Coca-Cola not only engaged attendees during the festival but also gained valuable insights into the sustained impact of their brand experience.

Achieving Excellence in Multicultural Marketing

The ANA Multicultural and Inclusive Marketing Excellence Awards recognize campaigns that authentically engage with diverse audiences, demonstrating cultural relevance and inclusivity. Coca-Cola’s collaboration with Reach3 Insights stood out for its commitment to understanding and amplifying the voices of the Black community. The campaign’s success was reflected in engagement levels that significantly outperformed industry benchmarks, underscoring the effectiveness of culturally attuned marketing strategies.

Broader Implications for the Industry

Setting a New Standard for Inclusivity

This accolade underscores a pivotal shift in the marketing landscape, where brands are increasingly held accountable for their authenticity and cultural sensitivity. By prioritizing genuine engagement and feedback, Coca-Cola and Reach3 Insights have set a new standard for inclusive marketing practices.

Emphasizing the Importance of Real-Time Feedback

The integration of real-time feedback mechanisms, such as mobile surveys and video responses, highlights the growing importance of agility in marketing. Brands that can swiftly adapt to consumer sentiments and preferences are better positioned to build lasting relationships with their audiences.

Looking Ahead

As the marketing industry continues to evolve, the success of Coca-Cola and Reach3 Insights serves as a testament to the power of inclusive, data-driven strategies. Their approach not only fostered a deeper connection with the Black community but also provided valuable insights that can inform future campaigns. The recognition at the 2025 ANA Multicultural and Inclusive Marketing Excellence Awards is a well-deserved acknowledgment of their innovative efforts and a call to action for other brands to embrace authenticity and inclusivity in their marketing endeavors.

Campaign Overview: “Shining Together”

Coca-Cola’s activation at the 30th ESSENCE Festival of Culture, held in New Orleans, focused on deepening the brand’s emotional connection within the Black community, especially Black women. Under the theme “Shining Together,” the campaign featured immersive experiences, star-studded performances, and panel discussions that celebrated Black culture and sisterhood. The activation aimed to honor 30 years of partnership between Coca-Cola and ESSENCE, highlighting the brand’s commitment to uplifting the community. (The Coca-Cola Company)

Innovative Use of Reach3 Insights’ Brand Experience Predictor (BXP)

Central to the campaign’s success was the deployment of Reach3 Insights’ Brand Experience Predictor (BXP) solution. This innovative tool enabled Coca-Cola to capture attendee sentiments at multiple touchpoints:

Pre-Event: Establishing baseline metrics on brand affinity, emotional connection, and attendee expectations.
During the Event: Collecting real-time feedback through mobile surveys and video responses, capturing authentic emotional reactions.
Post-Event: Conducting SMS follow-ups to assess the lasting impact on brand sentiment, cultural relevance, and consumer behavior. (PR Newswire)

This comprehensive, full-funnel approach ensured that Coca-Cola not only engaged attendees during the festival but also gained valuable insights into the sustained impact of their brand experience.

Recognition at the ANA Awards

The ANA Multicultural and Inclusive Marketing Excellence Awards celebrate campaigns that authentically engage with diverse audiences, demonstrating cultural relevance and inclusivity. Coca-Cola’s collaboration with Reach3 Insights stood out for its commitment to understanding and amplifying the voices of the Black community. The campaign’s success was reflected in engagement levels that significantly outperformed industry benchmarks, underscoring the effectiveness of culturally attuned marketing strategies. (Anamulticulturalawards)

Broader Implications for the Industry

Setting a New Standard for Inclusivity

Emphasizing the Importance of Real-Time Feedback

Future Prospects and Expansion

Looking ahead, Coca-Cola plans to expand the “Shining Together” initiative by incorporating more community-driven programs and partnerships that promote social change. The brand also intends to explore new technologies and platforms to enhance engagement and reach a broader audience. Through these efforts, Coca-Cola aims to continue its evolution from a traditional beverage company to a proactive agent of community development and social impact.

Conclusion

The recognition at the 2025 ANA Multicultural and Inclusive Marketing Excellence Awards is a testament to Coca-Cola’s commitment to inclusivity and community engagement. By leveraging innovative tools like Reach3 Insights’ BXP and focusing on authentic connections, the brand has set a benchmark for future marketing campaigns. This initiative not only enhanced Coca-Cola’s brand image but also made a meaningful contribution to societal well-being, reflecting a broader trend in marketing where purpose-driven partnerships resonate with audiences on a deeper level.