Branding
Friday January 29, 2021 By David Quintanilla
Coca-Cola Makes Room For Personal Growth On Soda Cans | Dieline


Few manufacturers are as recognizable all over the world as Coca-Cola. The company pink, contoured bottle, customized wordmark, and ribbon—all of these components are seared into our collective international shopper consciousness. However for its newest European marketing campaign, Coca-Cola determined to take away the everyday entrance of their cans to open room for our higher selves.

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Open to Better is a unique tackle New Yr’s resolutions, and the brand new packaging is an extension of Coca-Cola’s Open marketing campaign that began final yr. Reasonably than decide to the standard well being and profession targets, these modifications are extra profound, private, and on-theme for a world that’s wrestling with a year-long pandemic.

Editorial photograph
Editorial photograph

Phrases embody “What higher time for us to ______ than now,” “I’ll take ______ as a right,” and “I’m not the very best at ______, however I’ll attempt.” The marketing campaign additionally contains customized cans accessible within the UK, which individuals can customise and ship to a cherished one or pal. Or you’ll be able to simply select to buy Katy Perry’s decision can. Both means, the entire proceeds from the UK gross sales profit ONE, a motion that campaigns in opposition to poverty and preventable illnesses.

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“In 2021, our ambition is to be ‘Open To Higher’ and use the facility of our packaging to share resolutions of hope and positivity that we hope followers will take pleasure in sharing with their family and friends,” mentioned Bryony Lester, advertising and marketing supervisor at Coca-Cola Nice Britain, in an announcement.



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