In a new global campaign that blends nostalgia with cutting-edge technology, Coca-Cola is celebrating its enduring presence in literature with the help of AI. Developed by WPP Open X and VML New York, the campaign explores the brand's historical role in some of the most iconic literary works.
The campaign leverages AI technology to scan thousands of books from acclaimed authors, identifying mentions of Coca-Cola within their texts. Once the references were pinpointed, WPP developed a visually striking concept that juxtaposes the old-world charm of a typewriter with a bold, modern twist—featuring the Coca-Cola logo in vibrant red, set against a monochrome page of text.
Islam Eidessouky, Coca-Cola's global vice president of creative strategy and content, reflected on the campaign, stating: “Coca-Cola’s presence in classic literature is a testament to its enduring cultural impact. This campaign is the embodiment of our Real Magic ethos, celebrating those magical moments in fiction where Coca-Cola is a familiar presence in timeless stories.”
The campaign aims to highlight Coca-Cola’s deep-rooted connection with culture, bringing together the past and present. Rafael Pitanguy, deputy global CCO at VML, added: “Coca-Cola has always been more than a beverage—it’s a cultural icon that naturally finds its way into the stories we love. With Classic, we’re honoring that legacy by bringing its literary presence to life in a way that feels both nostalgic and fresh.”
Despite losing Coca-Cola’s media business to Publicis, WPP has maintained its creative strength, embracing innovative technologies to tell brand stories in unique ways. While some campaigns, like the global Masterpiece ad, have been widely praised, others, such as the AI-driven Christmas commercial, received mixed reviews from the advertising community.
In this new campaign, Coca-Cola taps into its cultural significance. By featuring books like The Shining by Stephen King, Extreme Metaphors by J.G. Ballard, and A House for Mr Biswas by V.S. Naipaul, the brand celebrates its place in the literary world, showing how its legacy continues to resonate.
By combining nostalgia with modern technology, Coca-Cola not only draws attention to its historical presence but also highlights the power of literary references in shaping its cultural identity. The campaign serves as a reminder that Coca-Cola has always been more than just a drink—it's a symbol woven into the fabric of timeless stories.
