“Thanks for Coke-Creating” redefines public spaces as dynamic canvases for cultural celebration and brand immersion, by showcasing diverse interpretations of Coca-Cola’s logo from bodegas, mini markets, and mom-and-pop shops. Additionally, the project goes beyond traditional advertising by redesigning consumer touch points such as Coke fridges, vending machines, delivery trucks, merchandising and Coca-Cola cans, using the informal logos featured in the project. In other words, we used outdoor and in-store public areas to amplify Coca-Cola’s message of inclusivity and cultural appreciation.

This project emerged as a response to the widespread presence of unofficial Coca-Cola logo interpretations found in bodegas, mini markets and mom-and-pop shops globally. In many markets — represented in this project by countries such as Australia, India, Indonesia, South Africa, Brazil, Mexico, and more — these unofficial versions hold significant cultural relevance, reflecting the local communities’ creativity and connection to the brand. The decision to collaborate with these shops and celebrate their artwork was a strategic move to honor their contribution to Coca-Cola’s cultural landscape. Against the backdrop of a globalized world, this initiative underscores Coca-Cola’s commitment to authenticity and inclusivity, resonating with diverse audiences while amplifying the brand’s cultural relevance.

The Situation: In bodegas, mini markets, and mom-and-pop shops all over the globe, thousands of unofficial versions of Coca-Cola’s branding have been defying the brand’s guidelines and best practices.

Brief: Strengthen the relationship with local markets and small shops by engaging with their local communities, while also highlighting them to a broader Coca-Cola audience.

Objectives: Foster brand loyalty, strengthen community ties and amplify brand visibility through collaboration with local shops.

“Thanks for Coke-Creating" helped small businesses in a way they never thought possible. Moreover, it generated massive impact, garnering interest from top publications around the world such as AdAge and Fast Company, with a unique 3.78 billion reach, serving as a call to action to inspire everyone globally to continue Coke-Creating.

Coca-Cola's celebration of unofficial logo interpretations resulted in a 95% increase in positive brand sentiment, a remarkable 34% increase over Coca-Cola's social average, underscoring the profound admiration the local communities and the general audience had for the campaign, all while enhancing Coca-Cola's reputation and reinforcing its commitment to authenticity and inclusivity.

Interviews conducted with participants revealed that the project inspired shop owners to continue their creative expressions and fostered a sense of pride and ownership within their communities.

“Thanks for Coke-Creating” transforms public spaces into vibrant showcases of creativity and cultural expression. Through exhibitions, installations, and in-store displays, diverse versions of Coca-Cola’s logo are celebrated, capturing the essence of local communities’ creativity and connection to the brand. Additionally, the project redesigned all types of consumer touch points using the informal logos featured in the project — this means putting these once-unauthorized logos on Coke fridges, vending machines, delivery trucks, merchandising, a clothing collection and, of course, Coca-Cola cans. From colorful murals adorning bodega walls to promotional artwork displayed in mini markets, the project makes a significant brand impact within the out-of-home environment.