Source: Empire
Coca Cola is a great powerhouse of a brand that has been around for generations. It has such as strong branding presence that a mere hint of its product will immediately conjure up images of the cool, dark beverage. Thus, we say that the brand has achieved very high brand recall. This simply means that the brand has achieved instant recognition. It also means that the branding is ingrained deep in our minds, whether we are actual consumers or not.
This depth of brand awareness is further emphasised in this campaign. Evidently, Coca Cola does not even need to place their product logo anywhere on their ads. In fact, the strong branding is emphasised in the simplest of details. One need to only look at the iconic colour of the bottle cap or at the quintessential silhouette of the bottle to recognise the brand. It is brilliant how to hands can come together to be shaped like a coke bottle.
Coca Cola even takes this theme of being wordlessly vocal to the next step. It sends out a strong marketing message that inclusivity matters. By recreating its iconic coke bottle, the brand is able to make a clear and public stance. Coca Cola is a drink for everyone, regardless of colour, gender, race, age, or nationality. On a deeper level, the ad is brilliantly inviting consumers to support the brand due to the noble cause that it is championing.
Furthermore, the unique tagline “shaped like a coke bottle” is simply perfection. From the design concept to the ad copy, Coca Cola reminds us that it is a branding superpower. Armed with a product that boasts to be one of the most identifiable beverages in the market, all eyes are definitely on the brand.
