Coca-Cola has launched a global program, ‘Every Coca-Cola is Welcome’, dedicated to embracing and showcasing local interpretations of its iconic logo created by shopkeepers and talented local artists.
For years, the Coca-Cola logo has been reimagined, resulting in captivating signs, vibrant paintings, and striking murals found across different countries. Now, for the first time, these works of art will take centre stage in the ‘Every Coca-Cola is Welcome’ campaign.
When it comes to logos, it doesn鈥檛 get much more iconic and recognisable than the Coca-Cola logo. The logo has largely stayed unchanged since 1887, when the first version of the classic script Coca-Cola was launched. For as long as the Coca-Cola logo has existed (nearly 140 years) it鈥檚 been repurposed, remixed, and reimagined.
The campaign will feature global out-of-home and print placements and to bring local stories to life, a content series of films and interviews with store owners will be showcased on YouTube and Instagram.
鈥淚t鈥檚 been incredible to see the unique and individual interpretations of the Coca-Cola logo. These visuals are so meaningful and impactful. Signs for local businesses capturing colours of cultures and personalities of communities. We鈥檙e proud to celebrate and embrace their work.鈥 said Islam ElDessouky, global vice president creative strategy & content at Coca-Cola.
Rafael Pitanguy, deputy global chief creative officer at VML added, 鈥淲hat is so special about this campaign is that the Coca-Cola brand is being reinterpreted in every corner of the world through countless creative expressions. And these reinterpretations are only possible because the Coca-Cola logo is so ingrained in culture across the globe.鈥
This is fabulous. It showcases how brands, and the symbols of branding, have the power to integrate themselves into our lives and environments beyond the scope of marketing investment. Only the strongest of brands can make this transition seamlessly. Coca-Cola is a uniquely distinctive, yet powerfully ubiquitous brand. The name and iconography are so established that they can easily be part of this kind of 鈥榰n-marketing鈥 and it still adds value. There must be a tipping point that brands reach where they have the brand power, built on equity, mental availability, cultural relevance, confidence and maturity, to embrace this kind of bottom up, guerilla output. It is fascinating because only a handful of brands could do this to any effect. Coca-Cola has all this in abundance, so much so that the brand team must be relaxed about the 鈥業P鈥 risks of encouraging others to 鈥榠nterpret鈥 such a core marketing property and embrace it 鈥 turning some local 鈥榰n-marketing鈥 into relevant brand marketing.
See more about this campaign here: