Coca-Cola Replaced Its Logo With New Year's Resolutions on Cans in Europe
Coca-Cola invites its fans to share some can-do spirit in a European campaign that focuses on New Year's resolutions.
Themed "Open to Better," the push includes limited-edition Coca-Cola, Coke Zero and Diet Coke cans that replace the brand's iconic logo on one side with inspirational messages about smiling more, taking time for self-care and appreciating others.
Developed by 72andSunny Amsterdam, the work builds on a film the agency created with Coke last summer. Voiced by spoken-word artist George the Poet, that effort invited viewers to embrace new possibilities and stay positive amid the pandemic.
"Open to Better" doubles down, challenging consumers "to commit to a better way forward, to other people and themselves," Laura Visco, executive creative director at 72andSunny Amsterdam, tells Muse. "We wanted people to identify with the words on our cans as actions they can take in the real world. It's a very small, humble gesture that can mean a lot."
Packs are on sale across Europe while supplies last, and fans can visit this website to design personalized resolution cans of their own for $4.25 plus postage and handling.
The work channels the popular "Share a Coke" logo-replacement aesthetic and adds a twist of aspiration. For that campaign, of course, the words "Share a Coke" appeared on cans and bottles, followed by people's names. Here, Coke urges consumers to share smiles, kind words and good deeds all around. Historically, branded happiness has always been Coke's (real) thing. As you might recall, the beverage giant once sang from a hilltop about a world of perfect harmony (and everyone knocking back some product, too!).
This new push includes these films from Stink director Keith McCarthy, each focusing on real people who make heartfelt resolutions:
Retired accountant and dance fan Charlie Wong; pianist Bella Gianville, who plays to honor her grandfather; and busker Koffi, who's pipes really pop, even without the Coke, appear in the clips.
Support includes digital out-of-home and in-store elements, along with outreach on Facebook, Instagram and Snapchat featuring resolutions from footballer Marcus Rashford, TV host Laura Whitmore and other celebrities.
AGENCY 72andSunny Amsterdam
Executive Creative Director Laura Visco
Creative Director Emiliano Trierveiler
Sr Designer Pauline Sall
Sr Writer Jorge Brandao
Writer Dimitri Deneuville
Designer David Diankanguila
Strategy Director Armando Potter
Comms Strategist Charlotte Rubesa
Group Brand Director Rob Conibear
Brand Director Angelina Joy
Brand Manager Marie Henaff
Director of Production Stephany Oakley
Executive Producer Jennifer Cursio
Sr Film Producer Eline Bakker
Sr Business Affairs Manager Melissa Kincaid
PRODUCTION COMPANY Stink Films London
Director Keith McCarthy
Director of Photography Joe Cook
Producer Lucy Gossage
Production Manager Poppy Shafto
EDITING COMPANY Trim London
Editor James Forbes-Robertson
AUDIO POST Wave London
Sound Designer/Mixer Ed Downham
Music Company Human
VFX Supervisor Guillaume Weiss
Colorist Guillaume Weiss
VFX Producer Tamara Mennell