Coca-Cola Kicks-Off 2015 Global Campaign for
the World Famous Package Design
Campaign Features Iconic Celebrities, Elvis
Presley, Marilyn Monroe and Ray Charles
A design so distinctive that it could be recognized by touch
alone and so unique that it could be identified when shattered on
the ground. This was the brief for the creation of the Coca-Cola
bottle which is 100 years young this year. To mark this milestone,
The Coca-Cola Company is celebrating with a year-long campaign that
includes new advertising, a music anthem and a series of art
exhibits featuring works from some of the world’s leading
contemporary artists including Andy Warhol, Norman Rockwell and
Peter Blake.
Born on Nov. 16, 1915, the Coca-Cola bottle was the creation of
the Root Glass Company in Terre Haute, Ind. With its unmistakable
curves and a distinctive contour, the bottle has become a global
icon, inspiring a century’s worth of signature moments in film,
social history, design and the fine arts.
“Since its creation in 1915, the Coca-Cola bottle has achieved
iconic status as a symbol of refreshment and uplift and it remains
an important asset for our business today,” said Marcos de Quinto,
Chief Marketing Officer, The Coca-Cola Company. “The campaign,
which will be executed in over 130 countries, is our invitation to
consumers around the world to share in the specialness of an
ice-cold Coca-Cola.”
The Coke Bottle 100 campaign will come to life through a number
of elements, including:
- The Coca-Cola Bottle: An American Icon
at 100 - Art Exhibition at the High Museum of Art in Atlanta,
Georgia
- The Coca-Cola Bottle: Inspiring Pop
Culture for 100 Years - Traveling Art Tour
- 14 new television and digital
films
- Kissed By – Out of Home and print
campaign featuring iconic celebrities
- Nobody Like You – New Music Anthem from
emerging artist, Francesco Yates
- Kiss The Past Hello – A book published
by Assouline and featuring classic and contemporary images of the
bottle
- Story of the Coca-Cola Bottle App –
Interactive journey for consumers through the Coca-Cola archives in
Atlanta
The High Museum of Art, in collaboration with The Coca-Cola
Company, will present The Coca-Cola
Bottle: An American Icon at 100, a four-part exhibit
that will salute the Coca-Cola bottle and its special place in the
worlds of art, design and commerce over the past 100 years. For the
first time ever, two original Andy Warhol Coke Bottle paintings
will be displayed alongside more than 100 original bottle-inspired
artworks and photographs. The exhibit will also include original
bottle prototypes and sketches and will open to the public on Feb.
28 and close on Oct. 4, 2015.
A traveling art exhibition, The
Coca-Cola Bottle Art Tour: Inspiring Pop Culture for 100
Years, will take consumers on a unique, multi-sensory
journey featuring an array of Coca-Cola bottle themed art,
historical artifacts and interactive experiences which showcase the
Coca-Cola bottle’s role in art and popular culture. The exhibition
will visit more than 15 countries and travel 62,000 miles around
the world in 2015.
The Coca-Cola bottle’s legacy will be explored through film in
14 unique television and digital
films that will be aired globally in 2015. One spot from
Ogilvy & Mather Paris tells the epic tale of the creation of
the Coca-Cola bottle, as narrated by a big brother to his younger
sibling. The bottle travels through distant lands and curious
settings, captivating the boy’s imagination. It is through this
journey that the bottle obtains its unique features - its iconic
curves, its flutes and red ribbon - and gets filled with icy-cold
Coca-Cola as it ends its ride back in the hands of the refreshed
older brother. The additional spots
were produced by Ogilvy & Mather Paris, Wieden + Kennedy
Portland, Sid Lee Canada and McCann Madrid.
“Nobody Like You” is the new music
anthem for the Coca-Cola bottle campaign from 19
year-old, Canadian singer/songwriter Francesco Yates. Originally
discovered at 16 years old, Yates is now signed to Atlantic
Records. The anthem’s lyrics tell both a traditional love story and
serve as an ode to the contour shape of the Coca-Cola bottle and
the specialness of shared moments. “Nobody Like You” debuts today
and is available via digital download. The song will also appear on
radio and in Coca-Cola television commercials throughout 2015.
Iconic pop-stars and notable Coca-Cola fans Marilyn Monroe,
Elvis Presley and Ray Charles unite in the new ‘Kissed By’ global out of home, digital and
retail campaign. The images feature the stars being ‘kissed by’ the
Coca-Cola bottle, an experience shared across generations for the
last 100 years. Between takes at RCA Victor’s Studio 1 on East 24th
Street in New York City, American musician Elvis Presley laughs as
he drinks a Coca-Cola on July 2, 1956. At the recording session,
Presley and his band recorded both ‘Hound Dog’ and ‘Don’t Be
Cruel’. Throughout the year, local markets will further leverage
‘Kissed By’ featuring modern-day celebrities and musical icons.
Coca-Cola, in partnership with French publishing house
Assouline, will release a limited-edition book highlighting the
rich history of the Coca-Cola bottle, titled Kiss the Past Hello. In addition to famous
artwork featuring the Coca-Cola bottle, The Coca-Cola Company
invited contemporary artists and designers from around the world to
reinterpret the bottle in their own signature aesthetic. The result
is a stunning array of “mash-up” artwork, which will be showcased
in the book when it is released in March 2015.
To share our rich heritage with our consumers in a contemporary
way, we have created an interactive journey through the
Story of the Coca-Cola Bottle
App that takes you through a behind-the-scenes look at
our Coca-Cola Archives featuring stories about both the brand and
the bottle from inside our headquarters in Atlanta. The free App
will be available in both Apple and Android formats.
Throughout the year, Coca-Cola Journey will act as a hub for all
centennial celebration content, providing a single destination for
consumers to experience the campaign.
About The Coca-Cola
Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and
still brands. Led by Coca-Cola, one of the world's most valuable
and recognizable brands, our Company's portfolio features 20
billion-dollar brands including, Diet Coke, Fanta, Sprite,
Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid, Simply,
Georgia, Dasani, FUZE TEA and Del Valle. Globally, we are the No. 1
provider of sparkling beverages, ready-to-drink coffees, and juices
and juice drinks. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy our beverages at
a rate of 1.9 billion servings a day. With an enduring commitment
to building sustainable communities, our Company is focused on
initiatives that reduce our environmental footprint, support
active, healthy living, create a safe, inclusive work environment
for our associates, and enhance the economic development of the
communities where we operate. Together with our bottling partners,
we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit Coca-Cola
Journey at www.coca-colacompany.com, follow us on Twitter at
twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at
www.coca-colablog.com or find us on LinkedIn at
www.linkedin.com/company/the-coca-cola-company.
NOTE TO EDITORS:
Visuals to accompany this release can be viewed at:
http://www.coca-colacompany.com/cokebottle100
The Coca-Cola CompanyAli Brubaker,
+01-404-676-2683press@coca-cola.com
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