AMC Theatres is teaming with The Coca-Cola Company on a new campaign designed to entice Gen Z moviegoers back to theaters now that the pandemic has receded.
Developed by Kansas City MO-based independent agency Barkley, the “Flavor Make It” campaign encourages the Gen Z audience to come to the movies and enjoy a combo deal made for them: A small AMC popcorn and small Coca-Cola Freestyle drink for just $5.
In a punny homage to certain movie genres three new Coca-Cola Freestyle flavors will be on tap exclusively at AMC theaters including, Lime Traveler, Slasher Splasher and Mello-Drama.
According to the companies, the campaign “builds on the century-long partnership between AMC and The Coca-Cola Company that has helped make popcorn and Coca-Cola synonymous with moviegoing for generations.”
Pamela Sandler, AMC Vice President Brand Marketing, stated, “What we found is that in addition to a shared, totally immersive experience, the Gen Z audience wants creativity and flexibility to be themselves. The Flavor Make It campaign is designed to provide an offer with significant value, but to also add a fun, creative twist on it with these fantastic new flavor mixes.”
The campaign rolls out this week with creative that features teenage friends at an AMC, buying the “Flavor Make It” Combo and transported to a vibrant, animated world of quirky fun inspired by the flavors they’ve chosen. The visuals are scored to an original track “inspired by the TikTok earworms currently dominating Gen Z headphones.”
Barkley partnered with production company, Laundry and music studio Squeak e-clean to create the Flavor Make It anthem. There’s a lyrical easter egg, “we come to this place for flavor,” that nods to AMC’s iconic We Make Movies Better brand campaign spot.
Spots will appear across TikTok, Snapchat, YouTube, and Instagram. They will leverage Gen Z influencers – from musicians creating their own versions of the music track to reviewers weighing in on the “Flavor Make It” combo. That work will launch at the beginning of May, and the campaign will run through 2023.
The new Coca-Cola Freestyle flavors also have a dedicated landing page that prompts sharing custom flavor combos and snack hacks from concessions on social using #FlavorMakeIt. The web page houses Apple and Google Wallet buttons to save the Flavor Make It deal for easy access when redeeming at the theatre.