Does Coca-Cola’s brain freeze blow your mind?

This one’s gonna get you thinking… do you reckon it’s pure genius, or a total miss?

Coca-Cola, paired up with WPP Open X led by Ogilvy Singapore, and Golden Wolf for the new “Brain Freeze” campaign and it’s bold. Yes, they are selling a slushy, but they’re selling that weird, unforgettable brain freeze we all know (and personally… hate!). There is no denying, this ad campaign is quirky, visually striking, and taps straight into a physical feeling - pain included.

But here’s the question: does turning a painful moment into the star of the show actually make you want to buy it? Or does it make you hesitate?

The power of emotional storytelling has taken over school marketing this year. And this is a killer example of emotional marketing that’s not going anywhere anytime soon. It shows how powerful it can be to lean into real, relatable feelings, even the uncomfortable ones, to create connection and get people talking. For us school marketers, it’s a sharp reminder: emotions aren’t just warm fuzzies, they’re the fuel for memorable stories that will last.

Coca-Cola's campaign reinforces this approach, demonstrating that connecting with audiences on an emotional level can lead to deeper engagement and brand loyalty. By focusing on a shared human experience, Coca-Cola’s intention is to create a narrative that's relatable and memorable.

Just as Coca-Cola has turned a brief moment of discomfort into a central theme, schools can capitalize on everyday experiences to create compelling narratives. Taking on the Coca-cola risk-taker, consider showcasing the anticipation leading up to the first day of school, the nervous feels before big exams, or the hope that come with joining a new club or trying out for a team, all because you want to feel like you belong.

By tapping into these emotional touchpoints, schools can connect. They can relate. They can develop a strong understanding that keeps their community engaged year-round.

For schools, this serves as a reminder to focus on the emotional aspects of the student, teacher, and parent experience. Whether it's the excitement of a new school year, the pride of student achievements, or the warmth of community events, highlighting these emotions can strengthen your brand's connection with your audience.

Something to think about: can it sometimes be even more powerful to connect on the tougher emotions, the discomfort, the challenge, the struggle, than just the feel-good moments?

Because, really, what builds a strong community? The good, the bad, and the ugly.