'Coke' Side of Life

These colourful bottles are tellling stories about Coca- Cola brand. A brand which lives! and stays No.1 couldn't lag behind others. Will the new packaging tricks work?







Haven't we ever thought of 'Coke' being just another cola drink? if there are plenty of substitutes in the market, can this cola brand become inconspicuous, being one among the crowd?.. These were the questions which the marketing team of Coca Cola had been pondering over the years. The poster on the left was one made by me, using the coca-cola aids at cocacola.com site. The interactive website carries a lot of tools and games along with information about how the coca cola brand came into life.

But wasn't it losing its personality lately, when lot of blunt ads were shown in televison, with pretty young things flaunting Coke in their hands. But the team realised that somehow the essence had disappeared from the brand.

This is an art of 'Peter Blake' identifying pop icons with Coca Cola. The "Happiness Factory" advertisement of Coke, represented 'Coke' side of life as positive and optimistic. The agency Wieden + Kennedy, Amsterdam have done their due, under Executive Creative Directors-Al Mosley and John Norman!

The polar bear commercial was more encompassing and shown Coke as a token for acceptance and joy. They haven't missed the identity now! The brand is a stand alone hit!