Categories: Articles

Coke Art Bottles – Ain't Nothing Like The Real New Thing

Coca Cola is describing their new line of experimental and artistic bottles as the Magnificent Five based on the five creative agencies that the company engaged to make Coke cool for young kids.
The Ad Age article, Coke’s Latest Marketing Experiment: Art, runs through the technical execution of this new campaign that includes music, videos and anything else you can imagine to get the club kids and Coke collectors talking about (and hopefully buying more) Coke.
A throwback to an Andy Warhol-esque execution, the first in the series is titled, Love Being.
The brand that Coke has established is beyond belief. What makes the new art Coke plan even that much more fascinating is that if it is a complete failure, odds are it will have no huge bottom-line effect on the brand promise… or the expectation (as Tom Asacker calls it).
That’s the real power of a super-brand… you can experiment and have fun with little financial reprimand. Oh wait, I forgot about that whole New Coke catastrophe.
Check out the Ad Age article here: Coke’s Latest Marketing Experiment: Art.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.