Throughout its history, Coca-cola He has managed to lexicize his brand and turn it into a generic appellation for soda. Therefore, after decades accompanying cultural movements and adapting to the social realities of each era, today it is possible to find it under natural uses in some of the most famous books of the last decades.

This is the concept of “classic”, the new campaign designed by the Open X agency of WPP and led from VML New York, with which Coca-Cola celebrates its continuous presence in the history of literature, and claims its value in people’s creative imaginary. “Some brands make culture”, Exposes the brand in the main spot of the action.“Coca-Cola is written in it by the best authors in history”

In this way, the campaign rewrites iconic literature passages -“El Black replacing each mention to “Coca-Cola” or “Cola” by the red logo of the brand. He does so respecting the typefaces and textures of the works in their original editions, and playing with the sound of his soda between the rhythm of typing.

The “Classic” campaign began to be activated on April 7 by the hand agency Essence Mediacom. Coca-Cola will take its modified and symbolic passages to radio, cinema, written press, video platforms and External advertising supports In the United Kingdom.

“The presence of Coca-Cola in classical literature is a testimony of its enduring cultural impact“, comments Islam Eldessouky, global vice president of creative strategy and content of Coca-Cola, in a statement.”This campaign embodies our ‘Real Magic’ motto, with which we celebrate those magical moments of fiction, where Coca-Cola is a family presence in timeless stories“

Eldessouky refers to the global platform – and philosophy – brand that launched the company four years ago. With “Real Magic”, Coca-Cola blurs the borders between reality and fiction to encourage consumers to Celebrate and recognize the magic that permeates the day to day. In the case of “classic”, he has done so by turning something as transcendental as literature into an exponent of its value as a brand.

“Coca-Cola has always been more than a drink: it is a cultural icon that integrates naturally in the stories we love“, explains Rafael Pitanguy, Global Creative Director of VML.”With ‘classic’, we honor that legacy by reliving its literary presence in a nostalgic and original way”

It is not the first time that the brand is far in culture to be reflected to itself. Two years ago, Coca-Cola launched “Masterpiece”, a campaign designed and executed by Blitzworks in which he resorts to artificial intelligence to sneak into some of the more famous paintings in art history. Here, to “celebrate the moments that matter”, reimagining the creativity of artists such as Andy Warhol, Van Gogh or Vermeer.