Coca-Cola: Classic

Coca-Cola has announced the launch of ‘Classic,’ a captivating new campaign that celebrates the brand’s surprising and enduring presence in some of the world’s most beloved books. Thousands of books by some of the most acclaimed authors in literary history, including Nobel and Pulitzer Prize winners, have subtly yet significantly incorporated Coca-Cola into their narratives. While many of these books were written in the twentieth century, they remain relevant today and, like Coca-Cola, continue to be actively consumed and celebrated. To acknowledge and celebrate its place in literary history, Coca-Cola has launched an integrated campaign tapping into the nostalgia of literary classics, ‘The Shining’ by Stephen King, ‘Extreme Metaphors’ by J. G. Ballard and ‘A House for Mr. Biswas’ by V. S. Naipaul. Developed by WPP Open X, ‘Classic’ embraces the brand’s role in literary culture by replacing typed mentions of “Coke” or “Coca-Cola” on the page with the brand’s instantly recognizable red logo. The brand used the original typeface for the OOH execution, mirroring the look and feel from real passages found in the first editions.