The Designers Republic unveils Love Being positioning for Coke

LONDON – Design agency The Designers Republic has unveiled a brand vocabulary and positioning called 'Love Being' for Coca-Cola, after advising the soft drinks giant on how to forge stronger relations with its global consumers.

The North of England-based agency was invited to be the European representative of Coca Cola's M5 project, with the aim of forming a more personal relationship with its consumers world-wide.

As part of the positioning, the agency has developed five limited-edition bottle designs, one from each continent, all of which glow in the dark and feature a bohemian-style design using pastel colours and images of hearts and butterflies.

The limited-edition bottles will be only available in selected "cutting edge" bars and clubs.

TDR developed an entire brand vocabulary and attitude based on "Love Being", which has then been used as part of a much broader global campaign comprising events, multimedia, a range of merchandise and above-the-line marketing activity.

Ian Anderson, founder and director of The Designers Republic, said: "The biggest challenge facing companies today is effective communicating with their market. For big brands like Coke, blanket advertising is no longer an option: it's both expensive and ineffective.
"'Love Being' gives Coke the opportunity to forge a direct relationship with its consumers. The message is simple: spreading love around the world; but the channels of delivery are brand new."

TDR has worked on recent projects for Nokia, Sony, Deutsche Bank, Swedish Telecom, Nickleodeon and Paco Rabanne. 

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