04/15/2025

Coca-Cola’s New Ad Uses its Logo in a Refreshingly Old-school Way

See how often Coke is mentioned in some of literature's most famous works

A new ad from the Coca-Cola Co. opens with a shot of a typewriter clacking out Stephen King’s The Shining. The viewer follows a passage being written in an old-timey typeface until there’s a reference to a bottle of Coke. Suddenly, the type appears as the cola company’s script logo.

The ad is part of a new campaign called “Classic” running in Spain and the U.K., in which Coca-Cola highlights instances when its brand name appears in literature by rendering them in the books’ original first-edition typefaces.

The passages are printed in black, and references to either "Coke" or "Coca-Cola" in passages from King’s The Shining, J. G. Ballard's Extreme Metaphors and V. S. Naipaul's A House for Mr. Biswas are rendered in logo format. Coke's red logo pops against the white paper amid the black retro type.

Please select this link to read the complete article from Fast Company.