Proud Sponsors of Then, Now and Always: Kenya Barris-Directed Film Showcases Multi-Generational Appeal of The Coca‑Cola Company’s Beverage Portfolio

A category-crossing, decades-spanning selection of brands from The Coca‑Cola Company’s portfolio stars in a six-minute film directed by Kenya Barris, the acclaimed filmmaker best-known as the creator of the hit show Black-ish.

Named for the family-owned convenience store at the center of the story, and the close-knit neighborhood it calls home, “Westside’s Finest” celebrates the enduring presence of the company’s brands against a backdrop of historical and cultural milestones — and meaningful moments in between — from 1975 to 2025.

From classic staples like Coca‑Cola, Sprite and Fanta, to throwbacks like TaB and New Coke, and family favorites like Simply and Honest Kids, the film shows how the company’s products have provided a timeless source of refreshment and familiarity over the last 50 years. Barris, who makes a cameo appearance alongside his actual family, was actively involved in every phase of production — from script to screen.

“This film is about family, small business and community, and about both the things that change and the things that stay the same,” Barris said. “It’s a story only The Coca‑Cola Company could tell, and it was amazing being able to do it along with my family and some of my favorite actors in the business.”

“Westside’s Finest” features an ensemble cast, led by Lauren London, Omari Hardwick, Lionel Boyce and Nelson Franklin. The full-length film dives deep into the award-winning filmmaker’s cinematic vision with a humorous but heartfelt look at how a diverse family of brands has played a meaningful role in the daily lives of generations of families and friends. A total of 18 products — presented in authentic, true-to-period packaging –- are authentically woven into the cohesive narrative of community and connection. Clips from classic ads including “Hilltop” and “Obey Your Thirst” add nostalgic charm.

“Our branded entertainment ambitions demand that we entrust filmmakers like Kenya with significant creative control, allowing them to flex their iconic voices and be true to their creative visions,” said Alex Ames, Senior Director of Creative, Coca‑Cola North America. “Even if it means pushing us outside our traditional comfort zone on occasion.”  

This marks the second straight year The Coca‑Cola Company has collaborated with a world-class content creator to elevate the “Proud Sponsors” portfolio campaign into a branded entertainment platform. In January 2024, Christopher Storer, creator and showrunner of The Bear, directed “New Guy.” The film showed how Coca‑Cola beverages are naturally at home amidst the comfortable chaos of family festivities and cultural moments — from multi-generational holiday celebrations to gameday gatherings with friends — with something-for-everyone refreshment.

In addition to the six-minute cut, several shorter edits of “Westside’s Finest” will appear on various streaming platforms. The integrated campaign will come to life via thousands of pieces of creative across social media, out-of-home advertising, digital, in-store and other channels and mediums. Content will feature different brands in different context, with playful riffs on the “Proud Sponsors” message.

“As part of our marketing transformation, we are pushing the paradigm of how we leverage our rich portfolio of brands in ways that are both relevant to consumers and support our growth agenda,” said Shakir Moin, Chief Marketing Officer, Coca‑Cola North America. “We learned from this experiment last year that consumers prefer a choiceful variety of beverages, and thankfully we have a portfolio that delivers that choice.”