Creativity Design of CocaCola bottle logo campaigns CCA

Creativity & Design of Coca-Cola (bottle, logo & campaigns) CCA 1103 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

Design of the Contour Bottle (1915) 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 Coca-Cola Logo

Is this enough for you?

Colour design of Coca-Cola

Colour design of 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 Traditional Father Christmas Coca-Cola’s Father Christmas

Colour design of Coca-Cola

Design in Sponsorships 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.

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

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.

The Happiness Machine “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 Sharing Can

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. 330 ml separates to make 2 small 115 ml’s.

The Friendship Machine

The Friendly Twist

Campaign Creativity & 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.

The Friendly Twist http: //www. youtube. com/watch? v=t 9 cmo. T_wb 0 A

References Aluminium Bottle Collection Club – Design (n. d). Retrieved from http: //alubottle. blogspot. com. au/search/label/Designer Aluminium Bottle Collection Club – FIFA (n. d). Retrieved from http: //alubottle. blogspot. com. au/search/label/FIFA Aluminium Bottle collection club – Germany (n. d) Retrieved from http: //alubottle. blogspot. com. au/search/label/Germany Aluminium Bottle Collection Club – Olympics (n. d) Retrieved from http: //alubottle. blogspot. com. au/search/label/Olympic Aluminium 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. cocacollectibles. co. uk/coca-cola-2008. html Coca-Cola Community: Happiness Vender Machine (n. d). Retrieved from http: //www. coca-cola. co. uk/community/coca-cola-happiness-vending-machine. html Coca-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-infographic Coca-Cola Company – Olympics (n. d). Retrieved from http: //alubottle. blogspot. com. au/search/label/Olympic Coca-Cola Contour Bottle (n. d). Retrieved from http: //www. thedieline. com/blog/2009/11/17/the-evolution-of-the-coca-cola-contour-bottle. html Coca-Cola ‘Inspiring’ Campaigns (n. d). Retrieved from https: //econsultancy. com/blog/63175 -10 -inspiring-digital-marketing-campaigns-from-coca-cola#i. awwuyfghdqcv 41 Coca-Cola Logo [On Slide 10] (n. d). Retrieved from http: //logos. wikia. com/wiki/Coca-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. html Coca-Cola UK – Bottle History (n. d). Retrieved from http: //www. coca-cola. co. uk/125/coca-cola-bottles-history. html Design Icon Coca-Cola (n. d). Retrieved from http: //www. creativebloq. com/branding/design-icon-coca-cola-11059828 Dynamic 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. html ENJOY 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/ Feel. Desain – Fifa World Cup Bottles (n. d) Retrieved from http: //www. feeldesain. com/coca-cola-2014 -fifa-world-cup-mini-bottles. html Friendship Machine & Images (n. d). Retrieved from http: //adsoftheworld. com/media/ambient/cocacola_the_friendship_machine Ganna. Rudenko. (2014, May 26). Coca-Cola Friendly Twist by Leo Burnett Colombia. [Video File] Retrieved from http: //www. youtube. com/watch? v=MG 2 b 1 VVv. Ymw Green 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/joseko 1955/fotos-del-2011 -1962/ Picture of Cocoa Bean (n. d). Retrieved from http: //cocoaskiss. blogspot. com. au/2011_05_08_archive. html Picture of John S. Pemberton & Cocaine and Caffeine (n. d). Retrieved from http: //en. wikipedia. org/wiki/Coca-Cola Pop. Sop: 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. _Dean Red, 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_x 8 Rvm. Sx 1 B Splash-Splat Coca-Cola Logo Image (Slide 10). (n. d). Retrieved from http: //www. copyshoppy. com/en/blog/your-brand-logo-what-the-difference-is NOTE: We will also submit a PDF of this reference list to blackboard.

Questions for Discussion… 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!