Coca-Cola: Icons

A CONFIDENT AND DEFIANT CAMPAIGN IN THE FACE OF CHANGING LEGISLATION TO POSITIVELY RESHAPE PUBLIC OPINION

What we loved

Demonstrating that true icons never change no matter the pressure they may face; to be adored, you have to endure

How we got there

The sugar tax was coming. Many high sugar brands had tried to reformulate or shrink sizes in order to get around the tax. This we felt, was short sighted, disingenuous and ultimately designed to take away consumers agency and choice. We wanted to buck this trend. Instead of being apologetic or kowtowing to the powers that be we decided to make our resistance to change a decision to be proud of.

Our idea was to pair our unchanging and iconic product to unchanging and iconic people. Because true icons stand the test of time. So we commissioned multi-award winning artist Noma Bar to create two iconic visuals. Elvis and Marilyn. Both of whom were synonymous with the never changing commitment authentically being themselves. Just like we are with our never changing commitment to the authentic taste of Coca-Cola

What it changed

It changed how people saw us passing on the cost of the sugar tax. We were no longer a greedy company putting their prices up but an iconic brand not bending to the chronic overreach of a Nanny State-esque British Government.