When a wave of summer heat sweeps across the land and the air shimmers with warmth, the blazing sun drives us to seek shade, cool waters to swim in, and above all, refreshment of a frosty, delicious drink. Which one? Consumers are quite clear about this. Since the turn of spring and summer, the main actors from advertising spots have been regularly showing on television screens, quenching their summer thirst with one of the brands that have bet on a campaign in the most trustworthy medium.
Television advertising is highly effective
In addition to trust, television ads are also highly effective at capturing attention and ensuring memorability, so advertisers who approach the summer theme with the right amount of creativity can count on thirsty pool visitors reaching for their brand at the refreshment stand. What’s more, television offers a wide reach and increases brand awareness across all generations, which is a huge asset in today’s market, characterised by oversaturation, changes in consumer behaviour and visual overload.
How are the most important soft drink brands currently performing? According to statista.com, Coca-Cola was in first place in 2024 with a brand value exceeding $35 billion. Pepsi came in second with a value of around $20 billion. The two giants have been waging an advertising battle for years, which you can read about in our article from a series on brand battles. Pepsi and Coca-Cola are among the brands that make the most of television advertising. Of course, other advertisers are hot on their heels. Let’s take a look at some interesting summer adverts from beverage brands.
A look back at history with Pepsi
Let’s start with an old advert from 1966, in which Pepsi used a young Britney Spears, who – surrounded by jubilant young people – sings and dances on the beach. This advert was part of Pepsi’s campaign aimed at young consumers – lively, energetic and cool. The advert ends with the motto “The Joy of Pepsi”.
Video: Pepsi – Britney Spears Beach
The same motto was also the main message in the iconic ad, which appeared during the 2001 Super Bowl. Britney Spears also plays the leading role here – and once again sings and dances, but this time in a production facility.
Michelob ULTRA bet on Messi
When Lionel Messi has a beer on the beach, there’s nothing to discuss. Especially when he’s in the company of two other celebrities – Jason Sudeikis and Dan Marino. The advert was broadcast during the 2024 Super Bowl. For Messi, it was his first-ever appearance in an advert during this famous sporting event. The entertaining spot celebrates joy and spontaneity, suggesting that the beer being promoted supports an active lifestyle without compromise. This Michelob ULTRA advert was directed by Adam Berg and produced by Wieden + Kennedy New York.
Video: Michelob ULTRA
Starbucks rides the wave of reggae with elements of hip-hop
Starbucks, on the other hand, opted for the musical rhythm and colours of summer. The 2024 ad spot is accompanied by the summer hit Here Comes the Hotstepper by Jamaican reggae musician Ini Kamoze. The music emphasises the positive vibe of the ad and, together with the bright colours, evokes a feeling of lightness and the perfect summer atmosphere.
Video: Starbucks – We’re On Summertime, Sip the Sunshine!
Martini offers Italian-style summer refreshment
The perfect Italian holiday atmosphere is captured in a new advert for Martini, one of the most iconic brands in the Bacardi Limited portfolio. In the commercial, which is the result of a new collaboration with renowned actor Jonathan Bailey, the brand encourages consumers to break out of their routine and try something new – to swap predictable plans for spontaneous moments. Like Bailey, who orders a Martini Spritz.
Video: Martini – Off Script with Jonathan Bailey
E.T. Fanta says Hello!
Humour is also a great fit for summer adverts. Proof of this is an old summer TV ad for Fanta. When a team of scientists finally receives an extraterrestrial greeting, a big event gets underway. But everything is a little different.
Video: Fanta – Hello
Pedro Pascal swears by Corona beer
Chilean-American actor Pedro Pascal, best known for his roles in Game of Thrones and Narcos, has become the face of Corona’s modern campaign, celebrating beach lifestyle and Latin American roots. The summer-themed ad, entitled “One Man's Journey,” combines humorous and poetic moments in a bar, city, and beach. Pascal said that working with this beer brand is very personal for him. “There is cultural significance as far as my Latino roots are concerned and my understanding being a Chilean growing up in the States and growing up bilingual,” he said. Pascal lived in San Antonio, Texas, as a child, then in Southern California, and at the age of 18, he moved to New York, where he has spent most of his adult life. “Always an English and Spanish-speaking life. I love the expansiveness of just working with a very accessible beer and doing a campaign on its behalf in both English and in Spanish,” he said.
Video: Corona – Pedro Pascal
However, beaches had appeared in Corona Extra beer adverts long before that. In the “Find Your Beach” campaign, the beach is much more than just a physical place. It is a metaphor for peace of mind, balance and a moment of perfect well-being. The campaign encourages viewers to find their own “beach” wherever they are. Instead of directly selling the product, it positions the brand as a lifestyle choice. It is a simple and effective message that has been presented consistently and over the long term in various ads.
Video: Corona Extra Flight – Find your beach
Video: Corona – Find Your Beach (Extra Moments)
Coca-Cola surfs the summer tsunami
Coca-Cola’s latest global campaign encourages Generation Z to rediscover the power of presence in a hyper-connected world where a constant barrage of digital distractions pulls us away from the joys of the present moment. The “Enjoy the Moment with Coca-Cola” campaign inspires fans to put down their phones and turn ordinary moments into extraordinary memories with an ice-cold Coke.
The series of ads focuses on real-life situations in which fans overcome distractions to fully enjoy the present moment and create beautiful memories. In the “Road Trip” ad, a senior in college struggles with final exams and goodbyes, only to find herself at a farewell party with friends. The ad also features Tyla, winner of a Grammy Award and several platinum records.
Video: Coca-Cola – Road Trip
Another advert, “Pool Party”, shows a modern beach party with a swimming pool, contemporary music and the indispensable Coca-Cola in the midst of summer fun. It is a perfect presentation of the brand’s “refreshing and sociable” atmosphere.
Video: Coca-Cola – Pool Party
The series, part of Coca-Cola’s new campaign, is complemented by the Music Festival and Sports Final spots, which are in the same vein.
Unforgettable Kofola on a nude beach
We conclude our selection of summer advertisements focused on beverages with the iconic Kofola ad spot from 2006, which entertained Czech viewers for a long time and rightly ranks among the iconic Czech summer advertising works. Set on a nude beach, the ad ensured Kofola’s wide reach and was successfully re-aired in 2011.
Video: Kofola – Nude Beach
There are more effective strategies
While brands such as Coca-Cola and Pepsi rely on iconic summer symbols, background music and global stars, others – such as Mattoni and Fanta – build on simple stories and colours. However, summer advertisements for beverage brands are not just about refreshment. It’s about the overall experience, the atmosphere and the ability to draw the viewer into a world where everything is easier, more colourful and more relaxed. Television advertising still plays a key role in this regard – its power lies in the emotions it can evoke in a matter of seconds, thanks to the perfect combination of images, music and narrative rhythm.
Next stop? Summer love!
Summer campaigns are particularly successful when they manage to connect the brand with a certain mood, whether it’s the carefree feeling of a day spent at the beach, refreshment during a hot afternoon, or friendly summer get-togethers. The key ingredients are visual playfulness and a soundtrack that emphasises the summer vibe. These factors can turn an ordinary commercial into a powerful, memorable experience. And since summer is also a time for romance, next time we’ll look at television ads inspired by summer love.