Coca-Cola Makes Room For Personal Growth On Soda Cans
by Rudy Sanchez on 01/29/2021 | 2 Minute Read
Few brands are as recognizable around the world as Coca-Cola. The corporate red, contoured bottle, custom wordmark, and ribbon—all of those elements are seared into our collective global consumer consciousness. But for its latest European campaign, Coca-Cola decided to remove the typical front of their cans to open room for our better selves.
Open to Better is a different take on New Year’s resolutions, and the new packaging is an extension of Coca-Cola’s Open campaign that started last year. Rather than commit to the usual health and career goals, these changes are more profound, personal, and on-theme for a world that’s wrestling with a year-long pandemic.
Phrases include “What better time for us to ______ than now,” “I will take ______ for granted,” and “I’m not the best at ______, but I’ll try.” The campaign also includes personalized cans available in the UK, which people can customize and send to a loved one or friend. Or you can just choose to purchase Katy Perry’s resolution can. Either way, all of the proceeds from the UK sales benefit ONE, a movement that campaigns against poverty and preventable diseases.
“In 2021, our ambition is to be ‘Open To Better’ and use the power of our packaging to share resolutions of hope and positivity that we hope fans will enjoy sharing with their friends and family,” said Bryony Lester, marketing manager at Coca-Cola Great Britain, in an announcement.
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