Andy Warhol’s Coca-Cola Goes On An Art Adventure

Andy Warhol’s Coca-Cola Goes On An Art Adventure

Some 61 years after Andy Warhol simultaneously criticised and glorified consumerist culture with his Green Coca-Cola Bottles,Coca-Cola launched its Warhol-inspired global campaign “Masterpiece”.

The campaign sees Andy Warhol’s 1962 Coca‑Cola abducted from it’s frame by Aket’s Divine Idyll (2022) and thrown to sailors in J.M.W Turner’s The Shipwreck. The drink then travels masterpieces including Edvard Munch’s The Scream , Van Gogh’s Bedroom in Arles and Johannes Vermeer’s Girl With A Pearl before it lands in the hands of an art student in desperate need of inspiration.

The enticing ad combines live action and animation to conjure the charm of Coke’s global “Real Magic” platform.

“Masterpiece’ is not a story in which Coke appears… Coke is the story,” says Pratik Thakar, global head of creative strategy and integrated content. “True to the spirit of the brand—and not unlike the way a supply chain collaborates to deliver Coca‑Cola to consumers at just the right time—a diverse collection of artwork spanning multiple genres, geographies and generations comes together to uplift a slumping teenager,”

“We are excited to connect with Coca‑Cola to showcase one of Andy Warhol’s most iconic works alongside some of the world’s most universally loved masterpieces,” said Michael Dayton Hermann, director of licensing, marketing and sales, The Andy Warhol Foundation for the Visual Arts. “These pieces, paired with works by emerging artists from around the globe, celebrate the inspirational power of visual art through the magical lens of Coca‑Cola.”

Feature image source: Youtube/@Coca-Cola




Please login with linkedin to comment

Latest News

Image lead story Domain CMO Rebecca Darley: Tealium’s CDP Allowed Us To Personalise At Scale
  • Partner Content
  • Technology

Domain CMO Rebecca Darley: Tealium’s CDP Allowed Us To Personalise At Scale

Domain’s chief marketing officer (CMO), Rebecca Darley, said that without Tealium’s customer data platform (CDP), her business would not have been able to achieve the personalised marketing success that has made it one of the leaders in data-driven marketing in Australia. Speaking at an exclusive breakfast event hosted by B&T at Sydney’s swish harbourside restaurant, […]

Partner Content

by B&T Magazine

B&T Magazine
Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]