Coca-Cola’s latest campaign, ‘Coca-Cola Classic’, pays homage to its rich cultural presence by spotlighting mentions in renowned literary works. Developed in collaboration with WPP Open X and VML New York, the campaign utilizes artificial intelligence to sift through classic literature, identifying references to Coca-Cola in iconic 20th-century novels.
The Concept: The campaign features creative renditions of excerpts from Stephen King’s The Shining (1977), JG Ballard’s Extreme Metaphors (2012), and VS Naipaul’s A House for Mr Biswas (1961). Each ad is presented in a typewriter format, complete with intentional errors and glitches, evoking a nostalgic, vintage feel. While the original texts didn’t feature Coca-Cola’s signature red Spencerian script, the campaign integrates the logo to enhance visual impact and brand recognition.
The Message: By highlighting its presence in classic literature, Coca-Cola reinforces its status as a cultural icon woven into the fabric of everyday life. The campaign’s tagline, “Some brands make culture. Coca-Cola is written into it by the greatest authors in history,” encapsulates this sentiment.
Takeaway: Coca-Cola’s ‘Coca-Cola Classic’ campaign cleverly bridges the gap between literature and advertising, using AI to celebrate the brand’s enduring legacy and its subtle yet significant role in cultural narratives.