Teach the world to sing!
To celebrate its’ 125th anniversary, Coke has launched a variety of events and special edition packs. Never a brand to miss an opportunity to reinforce its’ uber brand status, the anniversary was set off by a show at the Atlanta brand headquarters with the world’s largest single building illumination & huge light display. A series of concerts are scheduled in cities in Canada and the US, no doubt aimed at the new coke generation. From the opposite end of the company’s history, vintage illustrations have been reworked for special anniversary packaging, giving a modern version of a classic retro look. And obviously not wanting to rest on its’ historic laurels, powerful as the associations may be (the Coke version of the New Seekers ‘I’d like to teach the world to sing’ is ingrained in my memory), the brand has launched a new collaboration with creative agency Clot and British artist James Jarvis. Jarvis’ smiley creation will appear on cans, as well as on assorted merchandise. Some items are already destined to become collectables with campaigns and competitions featuring iphone and ipad covers, watches, t-shirts, and footwear being run from Hong Kong to Hereford. The new character has all the making of another Coca Cola success that could run and run.
