When it comes to iconicity, it doesn’t get much more recognizable than the Coca-Cola logo. The soda pop juggernaut has boasted a largely unchanged logo since 1887, when the first iteration of the classic script Coca-Cola wordmark we all know and love was first launched. For as long as the Coca-Cola logo has been part of a social consciousness—that’s nearly 140 years—it’s been repurposed, remixed, and reimagined by the masses.
It’s been incredible to see the unique and individual interpretations of the Coca-Cola logo. … We’re proud to celebrate and embrace their work.
Islam ElDessouky, Coca-Cola Global Vice President of Creative Strategy & Content
While many brands are quick to protect their copyrighted materials and likenesses, Coca-Cola has recently launched a campaign that does the opposite, celebrating the many interpretations of their logo created around the world for generations. The ‘Every Coca-Cola is Welcome’ campaign (developed by WPP Open X, led by VML, and supported by Essence Mediacom and Ogilvy PR) embraces and showcases grassroots interpretations of the wordmark created by bodegas, shopkeepers, and local artists. Instead of slapping these creators with lawsuits or cease-and-desists, Coca-Cola is honoring the distinct and diverse ways people have reimagined the brand.
“It’s been incredible to see the unique and individual interpretations of the Coca-Cola logo,” said Islam ElDessouky, the Global Vice President of Creative Strategy & Content at Coca-Cola, in a press release. “These visuals are so meaningful and impactful—signs for local businesses capturing colors of cultures and personalities of communities. We’re proud to celebrate and embrace their work.”
The campaign features a range of logo interpretations that span color palettes, fonts, and styles in out-of-home and print placements throughout Brazil, Mexico, Indonesia, Australia, and the US. Each unofficial logo offers us a view through a different cultural lens, honoring those who have sold and consumed Coca-Cola globally. ‘Every Coca-Cola is Welcome’ also consists of a robust content series, including films and interviews capturing stories from local store owners and their interpretation of the Coca-Cola logo. This video component of the campaign will run on the brand’s YouTube and Instagram.
“What is so special about this campaign is that the Coca-Cola brand is being reinterpreted in every corner of the world through countless creative expressions,” elaborated Rafael Pitanguy, the Deputy Global Chief Creative Officer at VML. “These reinterpretations are only possible because the Coca-Cola logo is so ingrained in culture across the globe.” At its core, ‘Every Coca-Cola is Welcome’ shows how brands can see imitation as the highest form of flattery and use it to their advantage.