Classic

For over a century, Coca-Cola has made countless cameos in classic novels—now the brand celebrates those quiet literary moments in a bold new way.

The campaign was developed by WPP Open X, led by VML New York, supported by Essence MediaCom and Ogilvy PR.

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Coca-Cola's presence in classic literature is a testament to its enduring cultural impact. This campaign is the embodiment of our 'Real Magic' ethos, celebrating those magical moments in fiction where Coca-Cola is a familiar presence in timeless stories.

Islam ElDessouky

Global Vice President Creative Strategy and Content at Coca-Cola

How do we reinforce the timelessness and authenticity of Coca-Cola in a world where trends reign?

The discovery of Coca-Cola’s subtle presence across thousands of iconic novels—including works by Stephen King, V.S. Naipaul, and J.G. Ballard—inspired the campaign’s tribute to the brand’s quiet role in our shared stories.

The ‘Classic’ campaign reimagines iconic passages from literature by replacing mentions of Coca-Cola with the brand’s signature red logo—retaining the original typefaces and textures of first editions. The concept extended to print, cinema, online video, radio, and OOH, with immersive sound design mimicking the sensory experience of opening a Coke bottle.

Coca-Cola has always been more than a beverage—it’s a cultural icon that naturally finds its way into the stories we love. With ‘Classic,’ we’re honoring that legacy by bringing its literary presence to life in a way that feels both nostalgic and fresh.