As a part of a new marketing campaign, the brand has removed it’s most recognisable logos and replaced it with positive, inspiring and uplifting messages. This also includes customisable messages that customers can order online and send to their loved ones.
These limited edition Coca-Cola cans are already on sale at retailers across Europe, with messages like: “I promise to do better just for you,” and, “I promise to smile more just for you” embellished on the front of the cans. 72andSunny Amsterdam, the advertising company which led the campaign says “the intention is to turn coke cans into a ‘humble gesture of appreciation’.” The company uses the power of their packaging to share resolutions of hope and positivity that they hope fans will enjoy sharing with their friends and family.
Fans can personalise their cans with inspirational messages or by buying cans featuring celebrities resolutions. Katy Perry’s, for example, pledges: ‘I promise to meditate’ (Fingers crossed for you, Katy).
To inspire customers to create cans with their own messages, three short social films have been created. The first one tells the story of a young woman and her fond memories of playing the piano with her grandfather. The second features two friends who vow to “do more dreaming” together, while the third shows a performer who promises “to keep singing, just for you.”
It is not the first time Coca-Cola have used it’s products in a fun and interactive way as a marketing tool. This latest campaign, which taps into the need for hope and positivity in a time of great uncertainty for many, follows “Open Like Never Before,” which was a powerful and uplifting two minute U.K. advertisement featuring spoken word performer George the Poet that explored the ways quarantine has changed people and their perspective.
They are also partnering with creative platform Talenthouse and calling on creatives to submit their work for a brief around the “Open to Better” concept. The company will award stipends to five winners.