In a groundbreaking move to embrace inclusivity and diversity, Coca-Cola Co. has partnered with Gallaudet University to recreate its iconic ‘Hilltop’ advertisement in American Sign Language (ASL). This reimagining not only celebrates the rich history of the original campaign but also marks a significant step towards inclusivity within the advertising industry. Additionally, this collaboration has granted Coca-Cola its own global sign name, further solidifying its commitment to this initiative.
Reviving a Classic with a Modern Touch
The original ‘Hilltop’ ad, which debuted in 1971, became an emblem of unity and peace, featuring a diverse group of young people on a hilltop in Italy singing “I’d Like to Buy the World a Coke.” It was a message of harmony that resonated worldwide. However, as times have changed, so too has the way brands approach diversity and inclusion.
By collaborating with Gallaudet University, a prestigious institution known for its dedication to education for the deaf and hard of hearing, Coca-Cola is making a powerful statement. The new ASL version of ‘Hilltop’ allows the deaf community to engage with the ad in a meaningful way, ensuring that the message of unity transcends verbal language barriers.
The Significance of a Global Sign Name
In addition to the ASL adaptation, Coca-Cola has been given a global sign name, a unique gesture that represents the brand within the deaf community. This is a rare honor and signifies the brand’s commitment to inclusivity and accessibility. The global sign name is expected to be used in various contexts, from marketing materials to community events, further integrating Coca-Cola into the deaf culture.
A Collaborative Effort
The partnership with Gallaudet University involved a collaborative approach to ensure that the ASL version of the ad was authentic and respectful of deaf culture. Students and faculty from the university worked closely with Coca-Cola’s creative team to develop the concept and execution of the ad. This collaboration not only brought authenticity to the project but also provided valuable insights into how brands can engage with the deaf community more effectively.
Impact on the Advertising Industry
The recreation of the ‘Hilltop’ ad in ASL sets a precedent for the advertising industry by highlighting the importance of inclusivity in media. As brands seek to connect with a broader audience, incorporating diverse perspectives and voices becomes essential. Coca-Cola’s initiative serves as a reminder that inclusivity is not just about representation but also about creating meaningful connections with all communities.
Looking Ahead
As Coca-Cola continues to innovate and adapt its marketing strategies to embrace diversity, it’s likely that more brands will follow suit. The ASL version of ‘Hilltop’ is just one example of how brands can leverage their influence to promote inclusivity and understanding. By doing so, they not only enhance their brand image but also contribute to a more inclusive society.
For those interested in learning more about Coca-Cola’s commitment to diversity and inclusion, or to view the new ‘Hilltop’ ad in ASL, visit martechtrend.com for the latest updates and insights.
Note: This article is inspired by content from https://adage.com/brand-marketing/food-beverage/aa-coke-hilltop-gallaudet/. It has been rephrased for originality. Images are credited to the original source.