Coca-Cola has been making advertising for over a century, and its best work shares a single quality: it makes you feel something before it asks you to buy anything. The 1971 'Hilltop' ad ('I'd Like to Buy the World a Coke') redefined what a soft drink could mean. Share a Coke made a 130-year-old brand feel personal again. The Holidays Are Coming truck became more recognisable than the product it was selling. These are campaigns that transcended advertising to become part of culture.
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Red & White
- Coca-Cola
"Red & White" for Coca-Cola: a stylish youth with a Coke bottle beside the glowing red logo celebrates the brand's iconic colours - identity distilled to red and white.
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Blessed Bars
- Coca-Cola · Sra. Rushmore · 2013
"Blessed Bars" for Coca-Cola: a surreal image of neighbourhood bars uprooted and hanging upside-down dramatises the plight of local hospitality - Coke rallying to lift bars back up.
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Refresh Your Galaxy
- Coca-Cola
"Refresh Your Galaxy" for Coca-Cola: a red-lit Darth Vader helmet signals a Star Wars tie-in - fusing the franchise's universe with Coke's promise of refreshment.
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Mr. Double Checker
- Coca-Cola · 2018
"Mr. Double Checker" for Coca-Cola: a comic-book-styled hero character fronts a playful campaign, using superhero framing to dramatise a Coke promotion or product claim.
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Uplift
- Coca-Cola · 2021
"Uplift" for Coca-Cola: a warm, hopeful face captures the small everyday moment of joy the brand pitches Coke as sparking - a lift in the ordinary.
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Promo Andina 3
- Coca-Cola · 2017
"Nada como llevar Coca-Cola a tu casa" (Nothing like bringing Coke home) for Coca-Cola: friends sharing a meal around a table tie the drink to homely gatherings and togetherness.
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30 Years
- Coca-Cola · 2025
Coca-Cola "30 Years". An anniversary film marking three decades of the brand and the shared moments it has been part of. The opening dark sets up a reveal to come.
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Go the Distance
- Coca-Cola · Cartwright · 2025
Coca-Cola "Go the Distance". Rival college-football fans sharing the stands - and a Coke - lets the drink stand as the thing that bridges fierce sporting divides. Coca-Cola casts itself as common ground.
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Coca-Cola x NewJeans
- Coca-Cola
Coca-Cola x NewJeans: a playful laundromat scene with a K-pop-styled young woman brings the group's youthful energy to a refresh-themed Coke collaboration.
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I See Coke
- Coca-Cola · VML Dubai · 2023
In Saudi Arabia Pepsi arrived first and outspends Coke - but Coca-Cola has owned movies and TV for a century. 'I See Coke' is a native Alexa skill that rewards viewers every time a Coke appears on screen. The insight: a hundred years of product placement is a dormant media channel; voice AI turns ev
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Emoji Coke
- The Coca-Cola Company · VML Dubai · 2024
Coca-Cola Middle East took ownership of the soda emoji - two decades old, used daily, owned by no one - filling it with the world's favourite beverage via a gamified microsite where Saudi Gen Z unlock meal vouchers. The insight: the emoji was already Coke's unpaid logo; the activation just collects
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Mini kiosk for mini coke – Little things to make you happy
- Coca-Cola · Ogilvy & Mather, Berlin · 2015
To launch its tiny cans, Coca-Cola built a tiny kiosk - a fully working miniature of a street vending stand, scaled to the product. The insight: a size change is invisible on a shelf but irresistible as an environment; making the WORLD match the product turns a line extension into street theatre and
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Try not to hear this!
- The Coca-Cola Company · David the Agency · 2019
Coca-Cola's Try Not To Hear This campaign challenges viewers to look at a still image without hearing it. The insight: the brand's signature sounds, the fizz, the uncapping, the crack of a can tab, are so deeply learned that macro photography alone triggers them in your head, a synesthetic effect th
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Burn
- Coca-Cola · 2014
A film for Burn energy drink (Coca-Cola): a figure ablaze on a rooftop at dusk channels raw, fiery energy and nightlife edge - igniting the drive the drink promises.
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Could I Be Wrong
- Coca-Cola · 2023
A city where everyone is shouting about who is right, and the arguing is so violent that cracks open in the buildings themselves - until Natasha Lyonne stops and asks what would happen if each of us wondered whether we might be the one who is wrong. The insight is that disagreement is not what damag
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Coca Cola - Border
- Coca-Cola · Wieden+Kennedy · 2007
Two guards patrol opposite sides of a desert border, wary and hostile, until one opens a Coca-Cola; unable to cross, he sets a second bottle beneath the barrier and the two men quietly redraw the line in the sand so the other can reach it, sharing a drink before returning to their posts. The insight
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Happiness starts with a smile
- Coca-Cola · serviceplan group · 2015
Coca-Cola aimed to ground its global Open Happiness platform in a real-world experience that could break the daily, isolating routine of public transit. Tapping into the insight that laughter is physically and socially contagious, the brand placed an actor on a quiet Antwerp subway carriage who bega
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Treecording
- Coca-Cola · AKQA Italy · 2023
Scan the bottle and your voice is turned, in real time, into a unique 3D Christmas tree in augmented reality - the shape of the tree generated from the waveform of what you said - and sent as a message. The insight is that the Christmas message people want to send is not text, it is a voice, and a v
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Messages in a Coke
- Coca-Cola HBC · 2023
Coca-Cola HBC's bottler asked 17 young interns to write advice for an older colleague who had lost passion for the job - disillusioned, burnt out, unsure whether to chase a promotion or better work-life balance. The twist is that in advising someone else, each intern was really writing to their own
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Holidays Are Coming
- Coca-Cola Company · Wieden+Kennedy · 1995
Coca-Cola manufactured a Christmas ritual by branding the arrival of the season itself: illuminated red trucks rolling through the dark, and a jingle that says only 'Holidays are coming.' The insight is that Christmas advertising fights over identical emotional territory every year, so the brand tha
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Holidays Are Coming
- The Coca-Cola Company · Wieden+Kennedy · 1995
Illuminated red trucks roll through a snowy night to a jingle, and arrive - and that arrival, repeated every year, becomes the thing that starts Christmas. The insight is that seasons in culture do not begin on a date, they begin when a signal appears, and a brand can appoint itself that signal. The
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Create Real Magic Christmas
- Coca-Cola · 2023
Coca-Cola opened its own Christmas iconography - Santa, the trucks, the archive - to a generative AI tool and let the public remix it into their own greeting cards, in more than forty countries. The insight is that Coke's festive imagery is not really the company's any more; it belongs to everybody'
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A history of taglines: From ‘Drink Coca-Cola’ to ‘Taste the Feeling’
- Coca-Cola · 2016
The evolution of Coca-Cola’s taglines from 1886 to 2016 highlights a long-term strategic shift from literal product benefits to emotional, lifestyle-driven brand positioning. The brand’s core challenge was to elevate a simple, carbonated beverage from a localized pharmaceutical tonic into a global s
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Uncanned Emotions
- Coca-Cola · Ogilvy · 2026
The second of three Coca-Cola films for the 2026 World Cup, built entirely from the emotional arc of watching a match - the held breath before a chance, the silence of uncertainty, the eruption of a goal, the groan of a miss - carried by real commentary from voices like Peter Drury and Luis Omar Tap
Studying Coca-Cola's archive is studying the history of how brands build emotional equity over time. The product hasn't fundamentally changed in a century - what changes is how the brand finds its way into the conversations people are already having. That's the skill: not inventing relevance, but discovering where it already exists.