The 100th birthday of
Coca-Cola is making its famous bottle the cornerstone of a global campaign that’s aimed at continuing a global growth trend for brand Coke. Katie Bayne, senior vice president, global sparkling brands for
“This year, this beautiful bottle turns 100 years young,” she said.
The bottle – which was patented in 1915 – stands as one of the most famous packages ever invented. But
The famous contour shape of the original bottle is still inspiring new designs. In 2005,
There is new-news in glassware, including a fluted glass and a tumbler that looks like it has a Coke bottle inside.
Coca-Cola’s bottle-centric campaign ranges from TV to out-of-home, Bayne said. “This first phase of our creative focuses on elevating the product and package by highlighting the reasons why people love the brand so much,” she said. “It is all about refreshing and ice cold.”
Other ads include icons like Marilyn Monroe and Elvis, using vintage photos that captured the stars drinking Coke. “Local markets will have the ability to feature locally relevant celebrities,” Bayne said. For example, in Great Britain, the campaign highlights two famous, contemporary figures in pop music, Rita Ora and Avicii.
Then there are TV ads – 14 in total. “We have been working around the globe to be more efficient. Four agencies worked alongside each other to create a wide pool of work to focus on both the intrinsic and extrinsic values of
The company also created new music to celebrate the bottle. Francesco Yates, an up-and-coming performer, recorded a song called “Nobody Like You.” “His song celebrates our bottle’s curves, the unique taste, love, happiness and specialness,” Bayne said.
New In-Store Tools
In the beverage business, point-of-sale is where the action is.
“We worked with shopper marketing partners around the world to shoot over 100 pieces at once to suit the needs of all the markets and drive sales on displays and at the shelf,” Bayne said.
New Experiential Marketing
Taking a cue from
“In addition to the art, there will be historical artifacts and interactive experiences that showcase the bottle and its role in art and popular culture,” Bayne said.
All this activity is meant to sell more Coke. “This is all part of our broader strategy,” Bayne said. “We believe it will continue to drive momentum for our flagship brand, boosting trial and transactions, and helping those who love
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Photos: Explore Cutting-Edge
Coca-ColaOffices Around the World