Today, Coca-Cola announces the launch of a new global program, ‘Every Coca-Cola is Welcome’, designed to embrace and showcase local interpretations of its iconic logo created by bodegas, shopkeepers and local artists.
For years, local artists’ versions of the Coca-Cola logo have been found across countries. Designed by the individuals running the stores, the Coca-Cola logo has been re-imagined as signs, paintings, and murals. For the first time, these inspiring works of art will be showcased in the ‘Every Coca-Cola is Welcome’ campaign.
‘Every Coca-Cola is Welcome’ will see the brand showcase dozens of creative and local interpretations of the logo. The logo designs capture a range of colour palettes, fonts and designs all rooted in and reflecting local cultures.
Launching globally from 28th March 2024, the campaign includes prominent OOH and print placements across five markets: Brazil, Mexico, Indonesia, Australia, and the United States, including Coca-Cola’s marquee placement in New York Times Square. Additionally, these unofficial expressions of the logo are being incorporated into various physical brand touchpoints.
A robust content series, including films and interviews capturing stories from local store owners and their interpretation of the Coca-Cola logo, will launch the program on YouTube and Instagram. ‘Every Coca-Cola is Welcome’ campaign materials will also be used as the Coca-Cola Instagram profile image.
“It’s been incredible to see the unique and individual interpretations of the Coca-Cola logo. These visuals are so meaningful and impactful. Signs for local businesses capturing colours of cultures and personalities of communities. We’re proud to celebrate and embrace their work.” said Islam ElDessouky, global vice president creative strategy & content at Coca-Cola.
Rafael Pitanguy, deputy global chief creative officer at VML added, “What is so special about this campaign is that the Coca-Cola brand is being reinterpreted in every corner of the world through countless creative expressions. And these reinterpretations are only possible because the Coca-Cola logo is so ingrained in culture across the globe.”
The campaign was developed by WPP Open X, led by VML and supported by Essence Mediacom and Ogilvy PR.
