Head cinema in bottle
In Italy, Publicis reduces the Coke bottle to its outermost minimum, creating an eye-catcher in poster form.
Hardly any food packaging is as visually familiar to us as the iconic contour bottle from Coca-Cola. The basic shape was created as early as 1915 and has shaped the brand image of the caffeinated sugar bomb ever since - along with the equally iconic curved lettering.
How deeply the shape is anchored in us is shown by Publicis in Italy. The curved Coca-Cola logo is enough to place the bottle in front of the viewer's inner eye. As a lid, the short invitation: "Feel it."
There are reasons why Coca-Cola is said to be the fifth most valuable brand in the world, according to Interbrand, with a value of around $66 billion (2018).
