Coca-Cola loses its logo in bold new design
It’s one of the most recognizable brand logos in the world, but you won’t find the Coca-Cola logo anywhere on the front of the company’s new cans. As part of a new marketing campaign designed to inspire positivity and change, the brand has done away with its iconic logo entirely, replacing it with “inspiring” resolutions for 2021.
Already on sale in Europe, limited-edition cans of the brown stuff feature uplifting messages such as “I promise to smile more just for you,” and “I’m not the best at compliments but I’ll try,” and fans can even customize their own designs online.
72andSunny Amsterdam, which led the campaign, said it turned the cans into a “vehicle of hope and openness” that aimed to inspire positive change and personal resolutions for 2021.
Three short social films have been created to help “inspire” consumers to create their own messages.
The first tells the story of a young woman and her fond memories of playing the piano with her grandfather.
The second features two friends who vow to “do more dreaming” together, while the third shows a performer who promises “to keep singing, just for you.”
It’s not the first time Coca-Cola used its product as a fun, interactive marketing tool. Its successful “Share a Coke” campaign, which has been running since 2014, allows people to send Coke bottles with their own name on it.
This latest campaign, which taps into the need for hope and positivity in a time of great uncertainty for many, follows “Open Like Never Before,” a powerful and uplifting 2-minute U.K. featuring spoken word performer George the Poet that explored the ways quarantine has changed people and their perspective.
Marta Carreras Cancelo, creative strategy lead for Coca-Cola Europe, said its latest campaign aimed to highlight how the world has changed and “appreciate what perhaps was previously taken for granted.”
The campaign, she added, used the power of the brand’s famous packaging “to share sentiments of hope and positivity.”
Laura Visco, executive creative director, 72andSunny Amsterdam, added: “No other year challenged our views of the world like 2020. Now, as 2021 starts to unfold, it will be the time to turn our learnings into action. In this campaign, [a can of] Coke can become a small, humble gesture of appreciation to make amends and find a better way forward.”
Coca-Cola is also partnering with creative platform Talenthouse and calling on creatives to submit work for a brief around the “Open to Better” concept. It will award stipends to five winners, the company said.
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