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

The campaign will run throughout this year, featuring digital, TV, and outdoor initiatives.

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

The campaign will run throughout 2015 across 130 countries and feature digital, TV, and outdoor advertising, a specially commissioned music track, and a series of 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, where Coca-Cola is based, will host an exhibition called The Coca-Cola Bottle: An American Icon at 100, while a travelling 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.

Coca-Cola unveiled the original Coca-Cola bottle on November 16, 1915, 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."

"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, Coca-Cola’s new global CMO.

This story originally appeared on Marketing.

Would you like to post a comment?

Please Sign in or register.