“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.

Social behavior and cultural insight inspired “Thanks for Coke-Creating” as it tapped into the innate creativity and cultural connection found within local communities worldwide. The project was inspired by the widespread presence of unofficial Coca-Cola logo versions in bodegas, mini markets, and mom-and-pop shops, reflecting the social behavior of these communities in expressing their identity and connection to the brand. By celebrating these unofficial versions, Coca-Cola embraced the cultural idiosyncrasies and insights of diverse regions like Australia, India, Indonesia, South Africa, Brazil, and Mexico, where these renditions hold significant cultural relevance. This initiative was rooted in the idea of honoring and amplifying the unique customs, values, and lifestyles found within each locality, fostering a sense of belonging and cultural appreciation. Moreover, many of these are top-selling markets for Coca-Cola.