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Coca-Cola’s Global Ad Campaign Celebrates 100 Years Of Its Iconic Bottle
By Jillian Wong, 27 Feb 2015
To celebrate 100 years of its iconic bottle, Coca-Cola is rolling out a new global campaign spanning print and television ads, a traveling art exhibition, and a coffee table book.
Coca-Cola first introduced its glass bottle in 1915, after challenging US glass manufacturers to build a “bottle so distinct that you would recognize it by feeling in the dark or lying broken on the ground.”
The winning design by Root Glass Company has since undergone various transformations over the years, from an aluminum version in 2005, to being the first major brand to front the cover of TIME magazine in 1950.
“From the very beginning, (the brand) made the bottle the symbol of Coca-Cola around the world. For us, it has been our most valuable asset and a true icon,” said Senior Vice President of Global Sparkling Brands Katie Bayne to Fast Company.
As part of its commemorative efforts, the soft drink company invited artists around the world to give the bottle their own distinctive twist.
Some of these works will be featured in a book titled Kiss the Past Hello, which also includes Coca-Cola-inspired art. The rest will appear in a traveling exhibition opening 26 February at the High Museum of Art in Atlanta, the hometown of Coca-Cola.
A massive ad campaign spearheaded by Ogilvy & Mather Paris and Wieden+Kennedy Portland will launch in 140 countries—the first of 14 television and digital spots were unveiled last week.
The brand also delved into historical archives showing famous figures like Marilyn Monroe and Ray Charles with a bottle of Coke in hand.
And to cap off its centennial anniversary, Coca-Cola will launch an app chronicling the history of the bottle.
Check out a delightful animation about the epic journey of the bottle below, and view more materials from the campaign at Fast Company.
[via Fast Company, image via Fast Company, video via Coca-Cola]
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