Coca-Cola Loses Logo In ‘Open To Better’ Campaign

Coca-Cola Loses Logo In ‘Open To Better’ Campaign
SHARE
THIS



Instead of the familiar Coca-Cola logo, European consumers will instead be treated to an inspirational message on the side of their Coke can.

Coke’s new ‘Open To Better’ theme is part of their ‘Open’ platform. ‘Open’ kicked off last July with a collaboration between Coca-Cola and George the Poet led by 72AndSunny Amsterdam.

Coca-Cola & George the Poet present: Open Like Never Before – YouTube

The two-minute video sees George the Poet ask, “who says we have to go back to normal?” and includes messages like “I’ll never forget how much stronger we are together. I’ll carry that in my heart forever”.

Coke drinkers in Europe will now buy cans with resolutions including “I promise to smile more just for you”, “I will never take my friends for granted” and “what better time for us to be brave than now?”.

You can even design your own can for £3.50 (approximately 5AUD) on the Coke website.

As part of the campaign, Coke have collaborated with American singer Katy Perry. Fans of the singer can buy a limited edition can with the singer’s resolution “I promise to meditate” written on the side. All proceeds from this can will go towards the ONE campaign.

In a press release on their website Coca-Cola acknowledged the difficulties of 2020, following with “we can begin 2021 with a resolution to better embrace change and a pledge to do things differently.”

“The campaign will see our iconic Coca-Cola logo removed from our packaging to be replaced with a series of resolutions encouraging our fans to reflect on 2020 and look ahead to how we can all be ‘Open To Better’ in 2021”.

There is also an ‘Open To Better’ video campaign which showcases the stories of different people after Coca-Cola made a Europe-wide call out for fun, inspiring resolutions. These resolutions range from doing “more dreaming together” to “buying fewer wigs”.

 

Though a can of Coke might not be the solution to all of society’s ills, ‘Open For Better’ is a positive message for 2021.

Please login with linkedin to comment

Coca Cola

Latest News

Creative abstract web streaming media TV video service technology, multimedia business internet communication and cinema content production concept: 3D render illustration of modern curved smart television screen display monitor with endless walls of screens with color photos and colorful displays with different images on blue background
  • Media

Comscore And Samba TV Launch CTV Partnership In Australia

Comscore has today announced the expansion of its TV measurement footprint to Australia, driven by its partnership with Samba TV, the leading global provider of omniscreen advertising data and audience analytics. The new connected TV (CTV) measurement solution, launched last year in select European markets, has now reached this key market in the Asia-Pacific (APAC) […]

How To Win With Video Advertising In 2021
  • Partner Content

How To Win With Video Advertising In 2021

Here are must-read tips on how to win with video advertising. Sadly, no tips on today's horse racing at Eagle Farm.

Partner Content

by B&T Magazine

B&T Magazine
Think HQ Makes 18 New Hires
  • Media

Think HQ Makes 18 New Hires

Absolutely no one knows anyone else's name in the Think HQ office this week after agency announces 18 new hires.