Coca-Cola’s new “Shades of Red” campaign is a moving tribute to the small, local businesses that have helped build the brand’s legacy in Mexico. For nearly 100 years, family-run shops, taquerías, and corner stores have proudly displayed Coca-Cola’s signature red awnings known locally as “toldos”, becoming a familiar part of the everyday Mexican landscape.
These red canopies are more than just storefronts. They represent community, warmth, and shared tradition. Through this campaign, Coca-Cola is replacing old, weather-worn toldos with freshly designed ones, offering a symbolic and practical thank-you to the small business owners who’ve long been brand partners.
The emotional core of the campaign is a farewell poem to the retired awnings, honoring them as silent witnesses to everyday stories: laughter, hustle, neighborhood chatter, and generations of loyalty.
With this initiative, Coca-Cola not only refreshes its visual presence but also reinforces its deep roots in local culture. It’s a reminder that even the simplest elements, like a red awning, can carry decades of meaning and connection.
Key takeaway
Coca-Cola’s “Shades of Red” campaign shows the power of acknowledging small businesses with heart and humility. By honoring these local heroes, the brand turns branding into belonging.