Coke's Iconic Bottle Is Instantly Recognizable Even in These Ads Where It Disappears

Publicis Italy crafts minimalist OOH work

Coca-Cola is one of those brands whose designs are so ingrained in our brains that the mere hint of them drives instant recognition.

Publicis Italy reminds us of this in a new out-of-home campaign that features the iconic Coke bottle. Except, actually, it doesn't. It just shows the brand's scripted logo, slightly curved as it would appear on the bottle. But even that minimalist design immediately brings the whole bottle to mind. 

No, you can't see it. But as the headline suggests, you can feel it.

"Very few shapes in the world are as recognizable as the Coca Cola bottle: so iconic that our brain needs very little clue to feel it. And to desire it," the agency says. "Once again Coca-Cola adds a chapter to the tradition of ads that play with its iconicity. In the new campaign by Publicis Italy, only a logo and a title are needed to make the invisible visible."

Publicis Italy has toyed with the iconic Coke branding before. Last year, the agency built a whole OOH campaign around the brand's white ribbon, turning it into an arm whose hand pointed to nearby recycling bins.


Client: Coca-Cola
Agency: Publicis Italy
Global Chief Creative Officer Publicis Worldwide: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
CEE Executive Creative Director: Davide Boscacci
Associate Creative Director/Copywriter: Stefano Zanoni
Creative Supervisor/Art Director: Roberto Ardigò
CEE Regional Client Lead: Lorenza Montorfano
Client Service Director: Benedetta Virga
Group Account Director: Mirjana Slavkovic
Account Supervisor: Alberto De Simone
Art Buyer: Caterina Collesano
Postproduction: B612

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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