The brand new, unprecedented collaboration between the cultural icon Coca-Cola and the prominent American vintage fashion re-designer Drx aka Darren Romanelli hit stores in the world’s biggest cities two days ago and was marked by opening parties at 10 fashionable urban hotspots: in NY, LA, Las Vegas, Miami, Toronto, London, Paris, Tokyo, Hong Kong and Shanghai.
Coca-Cola
Coca-Cola is battling “gray-ness” with the latest installment of its “Where Will Happiness Strike Next?” global campaign that injects some unexpected joy into the dull urban surroundings. The “Roll Out Happiness” initiative masterminded by Wieden+Kennedy Amsterdam literally rolled out a piece of summer in boring «gray, grau, gri, グレー, šedá, серых» city settings of Vilnius, Lithuania in late summer.
Interbrand’s “2013 Best Global Brands” top 100 list has revealed that Coca-Cola, which used to lead the chart for the previous 13 years, has lost its dominance as the most valuable global brand, yielding precedency to the technology giant Apple estimated at $98.3 billion. The total value of all 100 best global brands is $1.5 trillion, which is 8.4% record increase over 2012, Interbrand reports.
In March 2013, Coca-Cola rolled out an integrated Twitter-driven campaign on Romanian TV channel ProTV that asked the viewers to tweet about their family meals, so that their messages appeared live as the commercial was airing. Developed by McCann/MRM Worldwide Romania, the campaign continued the brand’s movement centered around the Let’s Eat Together message that integrates into Coke’s general commitment to bring people together.
Diet Coke has revealed the winning design of the second annual Diet Coke Young Designer Challenge, announced in the U.S. in mid-May. The participants were tasked to create a design for a limited-edition T-shirt that would capture Diet Coke’s “Stay Extraordinary” ethos and mirror the style of the brand’s ambassador Taylor Swift. The winning work by Brooklyn-based Julianna Bass features a modern, self-assured woman in “a dramatically flaring red skirt” and a stepped shirt, leaning on the Diet Coke logo, placed vertically.