Coca-Cola celebrates century of 'iconic' Coke bottle with global marketing push

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Coca-Cola: campaign marks century of 'iconic' Coke bottle.
Coca-Cola: campaign marks century of 'iconic' Coke bottle.

Elvis Presley, Marilyn Monroe, Ray Charles and Andy Warhol among artists celebrated in campaign

Coca-Cola is celebrating 100 years of its famous bottle design with marketing activity featuring late stars including Elvis Presley, Marilyn Monroe and Ray Charles.

The campaign will run throughout 2015, across 130 countries and will feature digital, TV and outdoor advertising, a specially-commissioned music track and a series of art exhibits with work from artists including Peter Blake, Andy Warhol and Norman Rockwell.

The campaign is designed to celebrate the curves and contours of the Coke bottle with a section of the group's website dedicated to the campaign.

The High Museum of Art in Atlanta, home of Coca-Cola, will host an exhibition called ‘The Coca-Cola Bottle: An American Icon at 100’, while a traveling art tour will visit more than 15 countries over the course of 2015 to recognize ‘The Coca-Cola Bottle: Inspiring Pop Culture for 100 Years’.

The soft drinks giant has also produced a series of 14 TV and digital ads, which can be viewed on the Coca-Cola website and on YouTube. Here’s one called ‘Balloons’:

Other activity will include a ‘Story of the Coca-Cola Bottle’ app, a musical track called ‘Nobody Like You’ by singer-songwriter Francesco Yates, the publication of a book called ‘Kiss The Past Hello’ and an out-of-home ad push featuring celebrities including Monroe and Presley.

The original Coca-Cola bottle was unveiled on 16 November 1915 and was created by the Root Glass Company. The brief for its conception required 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".

Marcos de Quinto, Coca-Cola’s new global chief marketing officer, said: "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."

This article first appeared on marketingmagazine.co.uk.

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