It is one of its most recognizable brand elements and also one of the longest. Coca-cola created the Bottle “Contour” In 1916 to differentiate itself from the competition through design and since then its iconic form has become both the reference of pop art and culture, as in a Communication asset and connection with consumers.
This year, the bottle “Contour” He turns 110 of lifeand to celebrate it, Coca-Cola launches “Shadows”, an external advertising campaign worked by the Open X -de WPP- agencies, Ogilvy United Kingdom and VML Berlin, with collaboration of Essencemediacom. The action relies on the unique character of the bottle to project its visual power through shades in summer and spring contexts.
In this way, advertising posters They dispense with all mention to Coca-Colato leave prominence to these silhouettes next to the phrase “Enjoy” in minimalist compositions but evocative. In addition, the brand links the product to the seasonal period and its emotions, using flat photographs of swimming pools, tiles or grass, which take the consumer to moments of pleasure and prepare it for the arrival of good weather.
“At 110, the Contour bottle remains a symbol of quality, authenticity and creativity”, Says the company regarding the bottle on its website.“Its history shows that a great design can transcend generations and become part of the global culture. And, without a doubt, it will continue to be an icon in the coming years”
“The bottle is a design icon that embodies the spirit of our brand”, Explains Islam ElDessouky, global vice president of creative strategy and content of Coca-Cola, in a statement.“The campaign captures the bottle of Coca-Cola against vibrant funds, reminding us of the frightening and joy that the brand leads to each season of the year”
For his part, Jules Chalkley, executive creative director of Ogilvy United Kingdom, The symbolism of the container beyond its function. “The Coca-Cola bottle is more than a simple shape; It is a symbol recorded in our collective memory “, indicates. “The campaign is a precious celebration of the iconic brand and a powerful reminder of joy, freshness and the timeless charm of Coca-Cola”
As Dan Treichel, executive creative director of OGILVY United Kingdom, said by sharing the campaign on LinkedIn, it has been inspired by its own Design briefing for the bottle given in 1915. “Such a distinctive bottle that can be recognized to touch, in the dark or even broken on the ground. And now, turned into shadow”, He explained.
“Shadows” is activated in April in exterior advertising supports of the United Kingdom, Belgium, Denmark and Germany. In addition, it will also be executed in dynamic digital creativities that They will respond to the Sun Movement to modify the direction of the shadows, and generate interactive experiences in line with the “Real Magic” brand platform.
