Creativity & Design of Coca-Cola (bottle, logo &

campaigns)

CCA1103 Presentation (Week 5)By Laura Ion, Shona Wong & Luca Accurso

History Overview

• Coca‑Cola has been around for over 115 years. The formula was created by John S. Pemberton, a pharmacist, in 1886.

• Used to be a soda fountain beverage, selling for five cents a glass, but it was only when a strong bottling system developed, that Coca‑Cola became the world-famous brand it is today.

Coca-Cola Bottle Evolution

Bottlers worried that a straight-sided bottle wasn’t distinctive enough and that Coca‑Cola was becoming easily confused with ‘copycat’ brands.

The contour bottle helped Coca-Cola stand out from other drinks at the time

The prototype contour Bottle design was inspired by the curves and grooves of a cocoa bean.

Some people believe the shape was inspired by a woman's body.

Today, it's one of the most recognised icons in the world - even in the dark.

Design of the Contour Bottle (1915)

Design of the Coca-Cola Logo

Is this enough for you?

Colour design of Coca-Cola

Coca-Cola has been using the combination of red and white for over a century. The iconic white typeface on its specific shade of red is recognizable all over the world.

Brands use red when they want to be seen as powerful, passionate companies.

Red: Represents power Promotes excitement, energy, strength and physical

courage Stimulates appetite Increases passion, intensity and heart rate Encourages impulse purchasing. The colour strategy has been extremely successful —

information is easy to read, and the colour scheme helps the Coca Cola brand stand out and be memorable.

Colour design of Coca-Cola

Colour design of Coca-Cola

Traditional Father Christmas

Coca-Cola’s Father Christmas

Colour design of Coca-Cola

Coca-Cola has adapted many different designs to suit sponsored events, extending their audience and providing customers with novelty designs as a way to keep customers motivated & inspired.

The designs reinforce and encourage Coca-Cola’s ethos of free-spirits, unity and happiness.

Design in Sponsorships

Olympic Games

The Coca-Cola company strongly believes in the Olympic values “which embody... • *the discovery of one’s ability,

*the spirit of competition, *the pursuit of excellence,*sense of fair play *building of a better and more peaceful world”.

These values reinforce the ethos of Coca-Cola and depicts these values evident in the design of the bottles.

London Olympics-This bottle was specially designed to celebrate London’s Olympic

Journey to 2012. -In collaboration with a Photographer named Rankin, this custom

bottle reinforces the values and mottos of Coca-Cola, such as unity, togetherness and happiness.

Olympic Bottle Designs

FIFA World Cup• Coca-Cola considers themselves of one the most

recognised and official sponsor brands of the FIFA World cup.

• Coca-Cola has developed specialised designs called ‘the mini bottles of FIFA world cup 2014’

• The company designed a specific bottle design for each country who participated in the World Cup 2014; this creative design idea invites patriotism and nationalism which reinforces the ethos of Coca-Cola.

FIFA World Cup Bottle Designs (Worldwide)

Sponsorship Collaborations

Coca-Cola sponsors many events, but they also support iconic, individual brands and creative practitioners.

These creative practitioners are given opportunities to design Coca-Cola bottles and have their design featured by Coca-Cola. It not only promotes and extends Coca-Cola’s audience but provides recognition and opportunities for creative practitioners to showcase their own creativity within Coca-Cola bottle designs.

Chantel Thomas

Marc Jacobs

Ellen Von Unwerth

Manolo Blahnik

Creativity & Design in Campaigns

For a business as recognisable as Coca-Cola, marketing campaigns are aimed less at driving awareness and more at increasing loyalty and love for the brand.

This is done through the creativity and design methods involved in their campaigns.

Creativity & Design in Campaigns

“Where will happiness strike next?” A Coca-Cola vending machine was placed in an unnamed

American University and Imperial College in London. The machine was designed to bring first-year students

together and get them chatting and breaking the ice on their first day.

The Happiness Machine is a classic Coke vending machine that is designed to dish out treats including drinks, pizza, flowers and sandwiches.

The Happiness Machine

the Happiness Machine was designed to almost force students to interact and have a good laugh.

The design requires and provokes human interaction. It is a creative concept that brings joy and laughter.

This again reinforces Coca-Cola’s ethos of sharing happiness and togetherness.

The Happiness Machine

The Sharing Can

Because happiness doubles when you share it. Again Coca-Cola are showing their love of spreading

happiness and togetherness through their package design. 330ml separates to make 2 small 115ml’s.

The Sharing Can

The Friendship Machine

The Friendly Twist

Designed specifically for people to interact Unique, unseen designs, designed creatively to

impact the people around them. Creative concept is relevant to today’s society; i.e.

the separation of stereotypes or nationalities and the urge for togetherness.

Coca-Cola has stood outside of the box and allowed their audiences to be a part of their creative process and experience their designs first hand, leaving them with a memorable happy feeling.

Campaign Creativity & Design

http://www.youtube.com/watch?v=t9cmoT_wb0A

The Friendly Twist

ReferencesAluminium Bottle Collection Club – Design (n.d). Retrieved from http://alubottle.blogspot.com.au/search/label/DesignerAluminium Bottle Collection Club – FIFA (n.d). Retrieved from http://alubottle.blogspot.com.au/search/label/FIFAAluminium Bottle collection club – Germany (n.d) Retrieved from http://alubottle.blogspot.com.au/search/label/GermanyAluminium Bottle Collection Club – Olympics (n.d) Retrieved from http://alubottle.blogspot.com.au/search/label/OlympicAluminium Bottle Notes (n.d). Retrieved from http://www.mecho.com.au/lifestyle/drinks-cuisine/coca-cola-new-aluminium-bottle-design/Circular Coca-Cola logo (Slide 10) (n.d). Retrieved from http://www.krystalgrant.com/2012/05/07/wedding-vows-and-coca-cola/coca-cola-logo/Coca-Cola Collectibles (n.d). Retrieved from http://www.cocacolacollectibles.co.uk/coca-cola-2008.htmlCoca-Cola Community: Happiness Vender Machine (n.d). Retrieved from http://www.coca-cola.co.uk/community/coca-cola-happiness-vending-machine.htmlCoca-Cola Company – Fifa (n.d). Retrieved from http://www.coca-colacompany.com/fifa-world-cup/Coca-Cola Company Infographic (n.d). Retrieved from http://www.coca-colacompany.com/careers/who-we-are-infographicCoca-Cola Company – Olympics (n.d). Retrieved from http://alubottle.blogspot.com.au/search/label/OlympicCoca-Cola Contour Bottle (n.d). Retrieved from http://www.thedieline.com/blog/2009/11/17/the-evolution-of-the-coca-cola-contour-bottle.htmlCoca-Cola ‘Inspiring’ Campaigns (n.d). Retrieved from https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola#i.awwuyfghdqcv41Coca-Cola Logo [On Slide 10] (n.d). Retrieved from http://logos.wikia.com/wiki/Coca-ColaCoca-Cola Sharing Can (n.d). Retrieved from http://popsop.com/2013/05/coca-cola-enables-people-to-twist-turn-and-share-a-can/Coca-Cola UK – History of Logo (n.d). Retrieved from http://www.coca-cola.co.uk/125/history-of-coca-cola-logo.htmlCoca-Cola UK – Bottle History (n.d). Retrieved from http://www.coca-cola.co.uk/125/coca-cola-bottles-history.htmlDesign Icon Coca-Cola (n.d). Retrieved from http://www.creativebloq.com/branding/design-icon-coca-cola-11059828Dynamic Ribbon Device (n.d). Retrieved from http://www.coca-cola.co.uk/faq/heritage/how-did-you-come-up-with-the-white-coca-cola-swirl.htmlENJOY Coca-Cola Image (on Slide 10 of Powerpoint) (n.d). Retrieved from http://thisisnishaparmarsblog.wordpress.com/2012/10/29/lecture-5-principle-5-visual-hierarchy/FeelDesain – Fifa World Cup Bottles (n.d) Retrieved from http://www.feeldesain.com/coca-cola-2014-fifa-world-cup-mini-bottles.htmlFriendship Machine & Images (n.d). Retrieved from http://adsoftheworld.com/media/ambient/cocacola_the_friendship_machineGannaRudenko. (2014, May 26). Coca-Cola Friendly Twist by Leo Burnett Colombia. [Video File] Retrieved from http://www.youtube.com/watch?v=MG2b1VVvYmwGreen Santa – “Traditional Father Christmas” (n.d). Retrieved from http://thebrandthattimeforgot.wordpress.com/2013/11/12/holidays-are-coming-always-coca-cola/Happiness Machine/Truck Campaign & Images (n.d). Retrieved from http://www.creativeguerrillamarketing.com/guerrilla-marketing/coca-colas-happiness-truck-guerrilla-marketing-campaign/Logo Timeline Image (n.d). Retrieved from http://fotolog.miarroba.es/joseko1955/fotos-del-2011-1962/Picture of Cocoa Bean (n.d). Retrieved from http://cocoaskiss.blogspot.com.au/2011_05_08_archive.htmlPicture of John S. Pemberton & Cocaine and Caffeine (n.d). Retrieved from http://en.wikipedia.org/wiki/Coca-ColaPopSop: Friendly Twist (n.d). Retrieved from http://popsop.com/2014/05/coca-cola-releasing-a-bottle-with-a-friendly-twist-in-colombia/Prototype Glass [Slide 3 of Our Powerpoint] (n.d). Retrieved from http://en.wikipedia.org/wiki/Earl_R._DeanRed, White & You – Image (n.d). Retrieved from http://www.creammagazine.com/2014/04/coca-cola-unleashes-major-world-cup-campaign/Slide 2 – Coca-Cola Logo (n.d) Retrieved from http://chinomatography.wordpress.com/2013/06/09/coca-cola-in-the-movies-retracing-happiness-in-the-movies/Soccer Ball Coca-Cola Logo (Slide 10 of Powerpoint). (n.d). Retrieved from http://logos-vector.com/logo/vector_Coca-Cola+Football+Club_129428.htm#.U_x8RvmSx1BSplash-Splat Coca-Cola Logo Image (Slide 10). (n.d). Retrieved from http://www.copyshoppy.com/en/blog/your-brand-and-logo-what-the-difference-is

 

NOTE: We will also submit a PDF of this reference list to blackboard.

Do you think Coca-Cola is creative, and how or why do you think so?

What are your thoughts on their designs and collaborations?

What was your favourite Coca-Cola campaign or sponsorship?

What are your thoughts on them? Do you remember having a memorable

Coca-Cola experience? Share it with us!

Questions for Discussion…