1. Creativity & Design of Coca-Cola (bottle, logo & campaigns)
CCA1103 Presentation (Week 5)
By Laura Ion, Shona Wong & Luca Accurso

3. History Overview
Coca‑Cola has been around for over 115 years. The formula was created by John S. Pemberton, a pharmacist, in 1886.
Used to be a soda fountain beverage, selling for five cents a glass, but it was only when a strong bottling system developed, that Coca‑Cola became the world-famous brand it is today.

4. Coca-Cola Bottle Evolution
Been through a lot of different designs
1915 contour bottle
Starting in 1978 Coca‑Cola introduced the world to the two litre PET plastic bottle. It became popular for a lot of reasons: it doesn’t break; it’s re-sealable, lightweight and recyclable.
2007 Aluminium bottle Introduced that serves to keep the beverage cooler longer. It is also designed to maintain taste and carbonation, prevent it going flat

5. Design of the Contour Bottle (1915)
Bottlers worried that a straight-sided bottle wasn’t distinctive enough and that Coca‑Cola was becoming easily confused with ‘copycat’ brands.
The contour bottle helped Coca-Cola stand out from other drinks at the time
The prototype contour Bottle design was inspired by the curves and grooves of a cocoa bean.
Some people believe the shape was inspired by a woman's body.
Today, it's one of the most recognised icons in the world - even in the dark.
---Most famous shift--- Glass manufacturers were approached to come up with a unique bottle design for Coca‑Cola. The Root Glass Company of Terre Haute, Indiana, designed with the famous contour shape, which won enthusiastic approval from Coca‑Cola in 1915 and was introduced in 1916.
, and the design brief was to ensure that the bottle was recognisable even in the dark, or if it was broken.
The first bottle was designed in 1915 by the Root Glass Company. The bottle designer, Earl R. Dean and his team decided to base the bottle design on the soda's two ingredients, the coca leaf or the kola nut. Dean couldn't find any photographs of either, but became inspired by the cocoa pod, and transformed the shape of the pod into a bottle, but the prototype couldn’t work because the middle was bigger than base and was problematic on conveyer belts.

6. Design of the Coca-Cola Logo
Creative producer James Wheatley at Swamp industries stated that "It's certainly the most easily recognised logo ever, as proved by the 2000 billboard campaign, which featured close cropped sections of the logo and no other branding at all. A flash of red and a curved white line proved enough to get people thinking about their favourite fizzy pop.“
Partner and bookkeeper, Frank M. Robinson, suggested the name Coca‑Cola, thinking that ‘the two Cs would look well in advertising’. He wanted to create a unique logo to go with it, and experimented writing the company’s name in elaborate Spencerian script, a form of penmanship characteristic of the time.
Robinson had the prescience to see that Coca- Cola's two C's would stand out in any ad campaign and it was him, too, who chose the logo's distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period.

7. Is this enough for you?
According to creative producer James Wheatley at Swamp industries, a flash of red and a curved white line proved enough to get people thinging about Cocoa Cola.
*From a 2000 billboard campaign showing close cropped sections of famous logos and no other branding*

8. Colour design of Coca-Cola

9. Colour design of Coca-Cola
Coca-Cola has been using the combination of red and white for over a century. The iconic white typeface on its specific shade of red is recognizable all over the world.
Brands use red when they want to be seen as powerful, passionate companies.
Red:
Represents power
Promotes excitement, energy, strength and physical courage
Stimulates appetite
Increases passion, intensity and heart rate
Encourages impulse purchasing.
The colour strategy has been extremely successful — information is easy to read, and the colour scheme helps the Coca Cola brand stand out and be memorable.

10. Colour design of Coca-Cola
Coca-Cola red is even the subject of one of the world’s most enduring urban legends – that the modern, red-suited and white-bearded incarnation of Santa Claus is a bi-product of Coca-Cola marketing.
Traditional Father Christmas
Coca-Cola’s Father Christmas

11. Colour design of Coca-Cola
Examples of the colour scheme being repeated

12. Design in Sponsorships
Coca-Cola has adapted many different designs to suit sponsored events, extending their audience and providing customers with novelty designs as a way to keep customers motivated & inspired.
The designs reinforce and encourage Coca-Cola’s ethos of free-spirits, unity and happiness.

13. Olympic Games
The Coca-Cola company strongly believes in the Olympic values “which embody...
*the discovery of one’s ability, *the spirit of competition, *the pursuit of excellence, *sense of fair play *building of a better and more peaceful world”.
These values reinforce the ethos of Coca-Cola and depicts these values evident in the design of the bottles.

14. London Olympics
-This bottle was specially designed to celebrate London’s Olympic Journey to 2012.
-In collaboration with a Photographer named Rankin, this custom bottle reinforces the values and mottos of Coca-Cola, such as unity, togetherness and happiness.

15. Olympic Bottle Designs

16. FIFA World Cup
Coca-Cola considers themselves of one the most recognised and official sponsor brands of the FIFA World cup.
Coca-Cola has developed specialised designs called ‘the mini bottles of FIFA world cup 2014’
The company designed a specific bottle design for each country who participated in the World Cup 2014; this creative design idea invites patriotism and nationalism which reinforces the ethos of Coca-Cola.

17. FIFA World Cup Bottle Designs (Worldwide)

18. Sponsorship Collaborations
Coca-Cola sponsors many events, but they also support iconic, individual brands and creative practitioners.
These creative practitioners are given opportunities to design Coca-Cola bottles and have their design featured by Coca-Cola. It not only promotes and extends Coca-Cola’s audience but provides recognition and opportunities for creative practitioners to showcase their own creativity within Coca-Cola bottle designs.

19. Chantel Thomas

20. Marc Jacobs

21. Ellen Von Unwerth

22. Manolo Blahnik

23. Creativity & Design in Campaigns

24. Creativity & Design in Campaigns
For a business as recognisable as Coca-Cola, marketing campaigns are aimed less at driving awareness and more at increasing loyalty and love for the brand.
This is done through the creativity and design methods involved in their campaigns.

25. The Happiness Machine “Where will happiness strike next?”
A Coca-Cola vending machine was placed in an unnamed American University and Imperial College in London.
The machine was designed to bring first-year students together and get them chatting and breaking the ice on their first day.
The Happiness Machine is a classic Coke vending machine that is designed to dish out treats including drinks, pizza, flowers and sandwiches.

26. The Happiness Machine
the Happiness Machine was designed to almost force students to interact and have a good laugh.
The design requires and provokes human interaction. It is a creative concept that brings joy and laughter.
This again reinforces Coca-Cola’s ethos of sharing happiness and togetherness.

27. The Sharing Can

28. The Sharing Can Because happiness doubles when you share it.
Again Coca-Cola are showing their love of spreading happiness and togetherness through their package design.
330ml separates to make 2 small 115ml’s.

29. The Friendship Machine

30. The Friendly Twist

31. Campaign Creativity & Design
Designed specifically for people to interact
Unique, unseen designs, designed creatively to impact the people around them.
Creative concept is relevant to today’s society; i.e. the separation of stereotypes or nationalities and the urge for togetherness.
Coca-Cola has stood outside of the box and allowed their audiences to be a part of their creative process and experience their designs first hand, leaving them with a memorable happy feeling.

32. The Friendly Twist

33. References
Aluminium Bottle Collection Club – Design (n.d). Retrieved from
Aluminium Bottle Collection Club – FIFA (n.d). Retrieved from
Aluminium Bottle collection club – Germany (n.d) Retrieved from
Aluminium Bottle Collection Club – Olympics (n.d) Retrieved from
Aluminium Bottle Notes (n.d). Retrieved from
Circular Coca-Cola logo (Slide 10) (n.d). Retrieved from
Coca-Cola Collectibles (n.d). Retrieved from
Coca-Cola Community: Happiness Vender Machine (n.d). Retrieved from
Coca-Cola Company – Fifa (n.d). Retrieved from
Coca-Cola Company Infographic (n.d). Retrieved from
Coca-Cola Company – Olympics (n.d). Retrieved from
Coca-Cola Contour Bottle (n.d). Retrieved from
Coca-Cola ‘Inspiring’ Campaigns (n.d). Retrieved from
Coca-Cola Logo [On Slide 10] (n.d). Retrieved from
Coca-Cola Sharing Can (n.d). Retrieved from
Coca-Cola UK – History of Logo (n.d). Retrieved from
Coca-Cola UK – Bottle History (n.d). Retrieved from
Design Icon Coca-Cola (n.d). Retrieved from
Dynamic Ribbon Device (n.d). Retrieved from
ENJOY Coca-Cola Image (on Slide 10 of Powerpoint) (n.d). Retrieved from
FeelDesain – Fifa World Cup Bottles (n.d) Retrieved from
Friendship Machine & Images (n.d). Retrieved from
GannaRudenko. (2014, May 26). Coca-Cola Friendly Twist by Leo Burnett Colombia. [Video File] Retrieved from
Green Santa – “Traditional Father Christmas” (n.d). Retrieved from
Happiness Machine/Truck Campaign & Images (n.d). Retrieved from
Logo Timeline Image (n.d). Retrieved from
Picture of Cocoa Bean (n.d). Retrieved from
Picture of John S. Pemberton & Cocaine and Caffeine (n.d). Retrieved from
PopSop: Friendly Twist (n.d). Retrieved from
Prototype Glass [Slide 3 of Our Powerpoint] (n.d). Retrieved from
Red, White & You – Image (n.d). Retrieved from
Slide 2 – Coca-Cola Logo (n.d) Retrieved from
Soccer Ball Coca-Cola Logo (Slide 10 of Powerpoint). (n.d). Retrieved from
Splash-Splat Coca-Cola Logo Image (Slide 10). (n.d). Retrieved from
NOTE: We will also submit a PDF of this reference list to blackboard.

34. Questions for Discussion…
Do you think Coca-Cola is creative, and how or why do you think so?
What are your thoughts on their designs and collaborations?
What was your favourite Coca-Cola campaign or sponsorship?
What are your thoughts on them?
Do you remember having a memorable Coca-Cola experience? Share it with us!