Case Study: Coca-Cola celebrates local culture and creativity with VMLY&R

Coca-Cola launches a 5-country global campaign with VMLY&R

Coca-Cola faced a unique challenge when they noticed local artists and shopkeepers around the world were creating their own interpretations of the iconic Coca-Cola logo. Instead of correcting these unofficial versions, the company wanted to embrace this organic creativity as a celebration of local culture. VMLY&R was the vendor that developed the solution.

VMLY&R created the global "Thanks for Coke-Creating" campaign to celebrate these local interpretations. The solution involved showcasing diverse logo recreations from countries like Brazil and Mexico in prominent out-of-home and print placements, including Times Square. This initiative amplified the creativity of local partners and included a content series featuring their stories, successfully turning a potential branding challenge into a global celebration of diversity and inclusion.

Coca-Cola