In terms of iconicity, it doesn’t get rather more recognizable than the Coca-Cola emblem. The soda pop juggernaut has boasted a largely unchanged emblem since 1887, when the primary iteration of the basic script Coca-Cola wordmark everyone knows and love was first launched. For so long as the Coca-Cola emblem has been a part of a social consciousness—that’s practically 140 years—it’s been repurposed, remixed, and reimagined by the lots.
It’s been unbelievable to see the distinctive and particular person interpretations of the Coca-Cola emblem. … We’re proud to rejoice and embrace their work.
Islam ElDessouky, Coca-Cola International Vice President of Artistic Technique & Content material
Whereas many manufacturers are fast to guard their copyrighted supplies and likenesses, Coca-Cola has lately launched a marketing campaign that does the alternative, celebrating the various interpretations of their emblem created all over the world for generations. The ‘Each Coca-Cola is Welcome’ marketing campaign (developed by WPP Open X, led by VML, and supported by Essence Mediacom and Ogilvy PR) embraces and showcases grassroots interpretations of the wordmark created by bodegas, shopkeepers, and native artists. As an alternative of slapping these creators with lawsuits or cease-and-desists, Coca-Cola is honoring the distinct and numerous methods folks have reimagined the model.
“It’s been unbelievable to see the distinctive and particular person interpretations of the Coca-Cola emblem,” mentioned Islam ElDessouky, the International Vice President of Artistic Technique & Content material at Coca-Cola, in a press launch. “These visuals are so significant and impactful—indicators for native companies capturing colours of cultures and personalities of communities. We’re proud to rejoice and embrace their work.”
The marketing campaign contains a vary of emblem interpretations that span shade palettes, fonts, and kinds in out-of-home and print placements all through Brazil, Mexico, Indonesia, Australia, and the US. Every unofficial emblem provides us a view by way of a special cultural lens, honoring those that have bought and consumed Coca-Cola globally. ‘Each Coca-Cola is Welcome’ additionally consists of a strong content material collection, together with movies and interviews capturing tales from native retailer homeowners and their interpretation of the Coca-Cola emblem. This video part of the marketing campaign will run on the model’s YouTube and Instagram.
“What’s so particular about this marketing campaign is that the Coca-Cola model is being reinterpreted in each nook of the world by way of numerous artistic expressions,” elaborated Rafael Pitanguy, the Deputy International Chief Artistic Officer at VML. “These reinterpretations are solely potential as a result of the Coca-Cola emblem is so ingrained in tradition throughout the globe.” At its core, ‘Each Coca-Cola is Welcome’ reveals how manufacturers can see imitation as the best type of flattery and use it to their benefit.
