Welcome to today's episode, where we explore Coca-Cola's innovative new campaign, titled “Classic.” This clever ad opens with a nostalgic touch, showcasing a typewriter clacking out a passage from Stephen King’s iconic novel, The Shining. As Coke is mentioned, its familiar script logo emerges, highlighting the brand's longstanding presence in literature.

Running in Spain and the U.K., this campaign focuses on depicting the moments when Coca-Cola appears in the original typefaces of literary works. VML, the marketing agency behind this initiative, emphasizes that “Coca-Cola has always been more than a beverage—it’s a cultural icon.” This approach celebrates the brand's legacy by reminding us of its cultural resonance in a world flooded with digital trends.

The campaign is featured across various platforms, including billboards, streaming radio, and print media, showcasing excerpts alongside the authors' names. As Rafael Pitanguy, VML's deputy global chief creative officer, puts it, “With ‘Classic,’ we’re honoring that legacy in a way that feels both nostalgic and fresh.”

By skillfully weaving its brand into the fabric of literary history, Coca-Cola is not just selling a drink; it's celebrating a timeless cultural connection. Stay tuned for more insights in our next episode!
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