Coca-Cola is overriding the emblem on its cans as a part of a brand new customized marketing campaign
As part of the Open to Better campaign, Coke's cans have been redesigned, replacing the usual logo with text where customers can personally commit to doing things differently in 2021
To spread some happiness and hope after a horrific year, 72andSunny Amsterdam is developing a range of limited-edition packs of Coca-Cola Original Taste, Zero Sugar and Diet Coke / Coca-Cola Light in this new campaign where customers can write Their positive messages for a hopefully better year.
The campaign is a sequel to Coke's ad from last summer with George the Poet, Open Like Never Before, which introduced new ways of living and thinking after the pandemic. In addition to the cans, 72andSunny Amsterdam created a series of short, light-hearted ads for this campaign, offering ideas for the kind of resolutions people might encounter (a long version combining them all is shown below).
In addition to purchasing the packs in-store, consumers in Europe can purchase a personalized can of Coca-Cola Original Taste or Coca-Cola Zero Sugar via a new online store, which can be sent directly to loved ones (or to your own home), natch ). Shoppers can also purchase cans with the intentions of celebrities like Katy Perry.
Credits:
Agency: 72andSunny Amsterdam
ECD: Laura Visco
Creative director: Emiliano Trierveiler
Creative: Pauline Sall, Jorge Brandao, Jorge Brandao, Dimitri Deneuville
Designer: David Diankanguila
Production company: Stink Films London
Director: Keith McCarthy