Coca-Cola rolls-out 125th anniversary campaign

Coca-Cola is launching a global integrated marketing campaign today, which plays on the brand's heritage and marks its 125th anniversary on 8 May.

The TV ad breaks today (19 April). It features a montage of iconic Coca-Cola ads and imagery from the past 125 years alongside the track 'I'd Like to Teach the World to Sing' from its famous "hilltop" campaign.

The campaign was created by McCann Spain in collaboration with McCan Bulgaria and McCann Italy. All media buying was handled by Vizeum.

Millions of packs will carry 125th heritage artwork and contain free branded fridge magnets – eight designs have been commissioned for the anniversary project. A limited edition glass bottle range will also go on sale at Selfridges.

The campaign features four outdoor ads and five special builds that use 3D technology and bubble machines, which will be displayed at consumer site across the UK.

A "Retro Poster Maker" has been designed for Coke Zone, its online loyalty site, which allows visitors to make their own Coca-Cola poster using its advertising archive. The winning design will be displayed on the Piccadilly Sign.

Coca-Cola employees across Europe will be giving out free Coca-Cola to passers-by in London and other European cities on 9 May to mark the occasion.

Zoe Howorth, market activation director at Coca-Cola GB, said: "Coca-Cola is a timeless icon that has been synonymous with happiness and is still as relevant today as it was when it first began in 1886.

"May 8th is a very special day as Coca-Cola, one of the world's most favourite brands, is 125 years old and we want to take this chance to say thank you to our consumers, employees and partners for their continued loyalty"

The anniversary marks the date that Coca-Cola first went on sale in Altanta, Georgia in 1886.

The Coca-Cola Company distributes its drinks, which include Diet Coke, Fanta, Sprite and Powerade, in more than 200 countries globally and at a rate of 1.7 billion servings per day.

Earlier this month (6 April) Coca-Cola ended its sponsorship deal with Wayne Rooney, opting not to renew the footballer's annual contract worth more than £500,000.

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