A reawakening of its Share A Coke campaign is currently enticing people in real life again by putting their name on a Coke, but a more elegant campaign has also appeared. Coca-Cola is quietly noting its place in culture by highlighting its place in classic literature,
The campaign, Classic, developed by WPP Open X, led by VML New York, has scoured some of the world’s most famous literature – including those of Nobel and Pulitzer Prize winners – to find the words, Coca-Cola or Coke, replacing them with the Coca-Cola logo. In fact, Coke has made appearances works such as The Shining by Stephen King and A House for Mr. Biswas by V.S. Naipaul. In the OOH ads, the pages are shown in their original typefaces except for the very visible Coca-Cola logo in red. There is no other copy. It’s not needed; the message is clear.
In radio and cinema, typewriter clicks are paired with the familiar fizz of a Coca-Cola bottle being opened.
The full campaign covers outdoor, print, radio, online video and cinema placements.
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