To mark the 100-year anniversary of the Coca-Cola bottle, the company is celebrating with a year-long campaign that includes new advertising, a music anthem and a series of art exhibits featuring works from some of the world’s leading contemporary artists including Andy Warhol, Norman Rockwell and Peter Blake.
On Nov, 16 1915, the bottle was created by the Root Glass Company in Terre Haute, Indiana. “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,” says Marcos de Quinto, chief marketing officer of The Coca-Cola Company, in a press statement.
The campaign, inspired by the anniversary, will include the following:
The High Museum of Art will partner with the The Coca-Cola Company to present The Coca-Cola Bottle: An American Icon at 100. This will take place in a four-part exhibit that will highlight the Coca-Cola bottle’s presence in art, design and commerce for the past 100 years. Two original Andy Warhol Coke Bottle paintings will be displayed alongside more than 100 original bottle-inspired artworks and photographs. The exhibit will also include original bottle prototypes and sketches and will open to the public from February 28 to October 4, 2015.
The Coca-Cola Bottle Art Tour: Inspiring Pop Culture for 100 Years is a traveling art exhibit that feature an array of Coca-Cola bottle themed art, historical artifacts and interactive experiences. The exhibition will visit more than 15 countries and travel 62,000 miles around the world in 2015.
14 unique television and digital films will be aired globally in 2015, featuring the Coca-Cola legacy. One spot from Ogilvy & Mather Paris tells the epic tale of the creation of the Coca-Cola bottle, as narrated by a big brother to his younger sibling. The additional spots were produced by Ogilvy & Mather Paris, Wieden + Kennedy Portland, Sid Lee Canada and McCann Madrid.
A new song, entitled “Nobody Like You” by 19 year-old, Canadian singer/songwriter Francesco Yates will represent the campaign. Originally discovered at 16, Yates is now signed to Atlantic Records. The anthem’s lyrics tell both a traditional love story and serve as an ode to the contour shape of the Coca-Cola bottle and the specialness of shared moments. The song is available via digital download.
Global musical icons Marilyn Monroe, Elvis Presley and Ray Charles are featured in the new ‘Kissed By’ global out of home, digital and retail campaign. In 1956, between takes at RCA Victor’s Studio 1 in New York City, Elvis laughs as he drinks a Coca-Cola. Local markets will further leverage ‘Kissed By’ featuring modern-day celebrities and musical icons throughout 2015.
Coca-Cola, in partnership with French publishing house Assouline, will release a limited-edition book in March 2015, that includes the Coca-Cola bottle’s history, titled Kiss the Past Hello. In addition to famous artwork featuring the Coca-Cola bottle, The Coca-Cola Company invited contemporary artists and designers from around the world to reinterpret the bottle in their own signature aesthetic.
Coca-Cola has created an interactive journey through the Story of the Coca-Cola Bottle App that presents the Coca-Cola Archives featuring stories about both the brand and the bottle from inside our headquarters in Atlanta. The free App will be available in both Apple and Android formats.