| Title | Every Coca-Cola is Welcome |
| Agency | VML |
| Campaign | Every Coca-Cola is Welcome |
| Advertiser | Coca-Cola Company |
| Brand | Coca-Cola |
| Date of First Broadcast/Publication | 2024 / 5 |
| Business Sector | Soft Drinks, Tonics |
| Story | Coca-Cola's innovative global campaign, 'Every Coca-Cola is Welcome,' celebrates local interpretations of its iconic logo by bodegas, shopkeepers, and artists, creating a tapestry of cultural diversity and creativity. The campaign was developed by WPP Open X, led by VML and supported by Essence Mediacom and Ogilvy PR. We noticed people all over the globe were painting their own interpretation of the iconic Coca-Cola logo in their outdoor venues, shops, and local bodegas out of sheer love of the brand. Instead of correcting them, we decided to embrace them. For years, local artists' versions of the Coca-Cola logo have been found across countries, showcasing how people and our partners interact with our brand. Designed by the individuals running the stores, the Coca-Cola logo has been re-imagined as signs, paintings, and murals, reflecting the brand's deep connection with local culture over the years. Coca-Cola's collaboration with partners, bottlers, shopkeepers, and collaborators exemplifies its commitment to inclusivity. By showcasing the creativity of bodegas, shopkeepers, and local artists, Coca-Cola inspires a global celebration of diversity and individuality. Together, we can create a world where everyone feels valued and included in the Coca-Cola family. Launched globally, the campaign featured diverse interpretations of the Coca-Cola logo across Brazil, Mexico, Indonesia, Australia, and the United States. Prominent OOH and print placements, including New York Times Square, amplified these creative expressions. This initiative goes beyond a mere communications campaign; it includes physical brand touchpoints and a robust content series featuring films and interviews with local store owners, providing a platform to share their stories and artistic inspirations. |
| Media Type | Television |
| Length |