Coca-Cola / GlobalB2B
Thanks for Coke-Creating.
Coca-Cola celebrated the homemade versions of its logo painted by small shops worldwide, turning them into official brand assets instead of policing them.
- Brand
- Coca-Cola
- Agency
- VML
- Market
- Global
- Region
- Global
The challenge
Local shopkeepers and sign painters around the world had been reinterpreting Coca-Cola's branding without permission.
The idea
The brand tracked down these unofficial designs and their creators, featured them in outdoor, print and social ads, and applied them to fridges, vending machines and trucks. It also made cans and a clothing line from the designs and archived them in a book.
Results
- Reach of about 3.78 billion people
- 95% lift in positive brand sentiment
- Social performance 34% above Coca-Cola's average
Case study source: Activation Ideas Source ↗
