The Coca-Cola campaign seeks its logos recreated around the world

Coca-Cola’s campaign seeks those reinterpretations of its logo around the world.

The Coca Cola logo is one of the most iconic in the world. Over the years, it has undergone changes to meet different aesthetic needs, evolving into the iconic calligraphic design we all recognize today.

But despite the perfection at the branding level, in many parts of the world it continues to be recreated with greater or lesser success. Coca-Cola has set out to localize all those unofficial logos created by hand in its latest campaign.

“Thanks for Coke-Creating” is the title of the Coca-Cola campaign created by the VML and VMLY&R New York agencies. A project that arises due to unofficial reinterpretations of the Coca-Cola logo in many parts of the planet.

Thus, the brand searched in unexpected places such as Australia, India, Indonesia, South Africa, Brazil and Mexico to find those creatives that reflected the brand and the connection with the community in the area. Far from recriminating their creations, the brand validated them to collaborate with them in this campaign.

Coca-Cola adopted them and highlighted them in their packaging, communications, social networks and truck lettering. Under the “Coke-Creations” seal, the brand recognized the efforts of these amateur marketing artists and merchants. They gave their original creators newly designed Coca-Cola cans with informal logos. This initiative led to a redesign from refrigerators to vending machines, and gave rise to a clothing collection. Additionally, nearly 30 Coca-Cola creations were archived in a book, recognizing unexpected designers.

“Thanks for Coke-Creating” had a significant impact and sparked the interest of major publications worldwide. It reached 3.78 billion people and increased positive brand sentiment by 95%, surpassing Coca-Cola’s social average by 34%.

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