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.
