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“Masterpiece” is the name of the new global campaign of the Coca-Cola firm.
Officially, the campaign will be launched in Latin America during the month of March, reaching new markets throughout 2023.
The new campaign will not only feature iconic works by great exponents, but also pieces by emerging artists.
It is no secret to anyone that Coca-Cola is one of the soft drink brands with the most impact today, because in addition to being one of the most commercialized brands, it also has one of the most striking positioning strategies, being the most recent case, the new advertising campaign “Masterpiece”, which is starred by the art of Andy Warhol and some other representative figures of art.
It is estimated that during the third quarter of last year, Coca-Cola registered income of just over 11.6 billion dollars, which registers an increase with what was registered in 2021, where profits of just over 10 thousand 40 million dollars were obtained, figures with which it competes directly with PepsiCo, a firm that during October and December 2022, profits decreased by 60 percent year-on-year and stood at 518 million, while revenues increased 10 percent, up to 27,996 million.
Andy Warhol becomes the face of the new Coca-Cola campaign
Recently, the Coca-Cola firm announced the launch of its new global campaign entitled “Masterpiece”, with which the firm seeks to celebrate magic and flavor. “Representing those moments when people can truly connect with their passions and express themselves, the campaign demonstrates how Coca-Cola enables everyone to enjoy any break to the fullest, without limits or restrictions.”
It has also been revealed by the firm that, set in an art gallery and with the presence of the iconic, “Large Coca-Cola”, created by Andy Warhol, in 1962, the film seeks to show “how the unmistakable and iconic Coca-Cola bottle goes from work of art to work of art”.
Well, the bottle moves between great artistic works such as: “The Shipwreck” (“The Shipwreck”), by JMW Turner; Munch’s “The Scream” (recolored lithograph); “Bedroom in Arles” (“The bedroom in Arles”), by Van Gogh; Hiroshige’s Drum Bridge and Setting Sun Hill, Meguro; until finally landing on Vermeer’s “Girl with a Pearl Earring”, whose character deftly opens the bottle and places it next to a student who needs some inspiration and the magic of flavor.
“For more than a century, Coca-Cola has built and maintained its iconic status around the world as a symbol of optimism that has refreshed generations. With pride, and for many decades, we have seen our brand celebrated and reimagined by numerous artists and creators, including the most famous case: the pop-art icon Andy Warhol”, said Pratik Thakar, Global Head of Creative Strategy and Content. Integrated for Coca-Cola. He added: “This was the starting point that inspired the new campaign, as we explored how to merge Coca-Cola’s instantly recognizable identity and reputation for flavor magic with other notable landmarks in our culture.” He points to the signature in a statement.
However, it is worth mentioning that the film not only features masterpieces, but also a series of works created by emerging artists, pieces that will be exhibited by Coca Cola for the first time in a global platform, the following being the exhibited pieces.
- “Divine Idyll” (“Divine Idyll”) – Aket, 2022 (Europe)
- “You Can’t Curse Me” – Wonder Buhle, 2022 (Africa)
- “The Blow Dryer” – Fatma Ramadan, 2021 (Middle East)
- “Falling in Library” – Vikram Kushwah, 2012 (India)
- “Natural Encounters” – Stefania Tejada, 2020 (Latin America)
Under this initiative, Coca-Cola seeks to offer a new range of new content and experiences, stating that: “We are very excited to connect with Coca-Cola to exhibit one of Andy Warhol’s most iconic works along with some of the works most beloved teachers in the world.” said Michael Dayton Hermann, Director of Licensing, Marketing and Sales at The Andy Warhol Foundation for the Visual Arts. “These pieces, along with the work of emerging artists from around the world, celebrate the inspiring power of visual art through the magical lens of Coca-Cola.”
Similarly, it should be noted that the “Masterpiece” initiative includes a new set of eight digital collectibles featuring five emerging artists and three established masters featured in “Masterpiece,” which will launch in April. In addition, you will be able to see interviews with emerging artists housed in a special microcite and through billboards on public roads.
“We are very excited to have created ‘Masterpiece’, a global, integrated and experiential campaign that incorporates cutting-edge artificial intelligence,” said Ajab Samrai, Global Chief Creative Officer of BLITZWORKS. “Centuries of art movements collide, and the great masters of the past and present come to life and work together to provide a refreshing moment at just the right time. When you assemble the right team, magic happens.”
In the same way, it is worth mentioning that this initiative adds to the trend of firms to include artistic aspects within their content, this is done in a traditional way, or even with artificial intelligence, such is the case of Amstel Ultra, who recently presented a series of new special education cans with Rafa Nadal as their protagonist.
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