A nationwide campaign to mark 125 years since Coca-Cola first came to Britain puts the spotlight on the unsung heroes of retail – the boss of the local corner shop.
Inspired by the unique character and cultural importance of Britain’s beloved corner shops, the campaign comprises a series of short videos that reveal the impact that local independent retailers have on their communities.
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“As we celebrate 125 years in GB, we’re shining a light on some of our longest-standing partners – the local corner shop,” says Rhona Stephen, communications director for Coca-Cola Great Britain.
“‘The Bosses’ gives us an intimate look at their lives and from tales of overcoming loss to building a legacy of resilience and community spirit, each story brings a refreshing perspective on the diverse and dynamic nature of Britain’s local shop owners.”
Multi-award-winning director Ross Bolidai and Earthling Films developed the micro-documentary films. Each one follows the family dynamics and personal challenges of those at the center to “pull back the curtain on the people we see every day.”
The full-length videos are running on YouTube, while cutdowns will be supported by paid media on Meta, YouTube and LinkedIn.
As part of the campaign, Coca-Cola will also release several striking portraits of those featured in the film, shot by photographer Serena Brown, as OOH and DOOH ads in and around each store owner’s local community.
Finally, each boss from the series has been asked to nominate a local cause to receive a five-figure donation from the drinks giant.
The campaign was developed by MHP Group, which includes agencies MHP, Mischief and La Plage.