Coca-Cola’s clever new ad uses its logo in a refreshingly old-school way

Coca-Cola launched a new campaign, "Classic," highlighting its presence in classic literature. The campaign features excerpts from books like Stephen King's *The Shining*, with Coca-Cola's logo replacing mentions of the drink. The ads use original first-edition typefaces, emphasizing a nostalgic, analog approach. This contrasts with contemporary, youth-focused marketing strategies. The campaign utilizes various media, including billboards, radio, and online platforms. The creative team aimed to showcase Coca-Cola's timeless quality in a trend-driven world. The campaign celebrates Coca-Cola's cultural significance and its historical connection to literature. It's a novel strategy, contrasting with previous campaigns that experimented with logo variations. Instead of breaking brand guidelines, "Classic" integrates the Coca-Cola logo into literary history.