Whether through music, entertainment or sport, few brands have been more connected to pop culture and creativity than Coca-Cola. To inspire new generations of fans to engage with the brand, our team in Brazil launched the "Open For Better" campaign for people to use letters of the alphabet on Coke cans and bottles to create positive words and phrases and share them on digital media platforms across the world.
Alphabet Spells Out Creative Inspiration
New Coca-Cola packaging creates positive messages to share with the world
Client
- Coca-Cola
Office
- Brazil
No brand has been more present in pop culture than Coca-Cola, and it's a privilege for us to be responsible for a genuine content idea that has co-creation as its central point and is so connected with the world today.
Patán Tarazaga
Chief Creative Officer, VML LATAM
Coca-Cola wanted to spur a movement where people could use their cans and bottles as a modern way of expressing themselves via digital platforms.
Let's combine two powerful icons: cans of Coca-Cola and letters of the alphabet.
Coca-Cola put letters of the alphabet on their cans and PET bottles for consumers to show their creativity and write words and phrases to share with the world – transforming the product into a content creation platform.
The campaign started on social networks and evolved through other media including billboards, ads on YouTube and television and became part of pop culture conversations.
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