Coca-Cola, in collaboration with WPP Open X and VML New York, has unveiled a campaign that elegantly bridges its iconic brand identity with global literary culture. Titled ‘Coca-Cola Classic’, the campaign uses artificial intelligence to rediscover moments where the brand is immortalized in some of the 20th century’s most celebrated works.
A Toast to Timeless Mentions in Literature
The campaign centers around three thoughtfully crafted ads. Each one draws inspiration from references to Coca-Cola found in landmark books:
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The Shining by Stephen King
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Extreme Metaphors by JG Ballard
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A House for Mr Biswas by VS Naipaul
These ads, although visually modern, take on a nostalgic tone. Styled in a vintage typewriter format—complete with glitches and typos—they echo the tactile charm of handwritten manuscripts and analog storytelling.
Reviving Coca-Cola’s Cultural Footprint
Through this campaign, Coca-Cola isn’t just highlighting its product—it’s celebrating its place in cultural memory. Though these literary mentions span decades—from 1961 to 2012—Coca-Cola’s legacy runs even deeper. It was first created in 1886 by Dr. John Pemberton in a modest Atlanta pharmacy, originally intended as a medicinal tonic.
Another historic moment featured in the campaign’s context is the creation of the red-suited Santa Claus—a character brought to life by Coca-Cola’s 1930s Christmas ads, illustrated by Haddon Sundblom. This move shaped what the world now sees as the universal image of Santa.
Blending Typography with Legacy
While authors like King, Ballard, and Naipaul may not have typed “Coca-Cola” in its signature Spencerian script, the campaign cheekily inserts the iconic red logo into their typed passages. The visual serves as a bridge between brand recognition and literary reverence, paying tribute to the deep cultural resonance the beverage has built over 139 years.
The original logo, designed by Frank M. Robinson, was hand-rendered in the elegant Spencerian style that’s still in use today—making it one of the most enduring visual identities in advertising history.
The Brand as a Cultural Bookmark
Coca-Cola’s YouTube caption sums it up best:
“Some brands make culture. Coca-Cola is written into it by the greatest authors in history.”
In connecting its story with those of globally acclaimed writers, Coca-Cola positions itself not just as a beverage—but as a recurring cultural motif with universal recognition.
