Coca-Cola replaces front of pack logo with resolutions of hope and optimism for 2021
Coca-Cola has announced the launch of ‘Open To Better’, a campaign to inspire people to embrace change and pledge to do things differently in 2021. To celebrate the launch, the iconic drinks packs feature a series of inspiring resolutions to encourage consumers to reflect on 2020 and look ahead to how we can be ‘Open To Better’ in 2021.
With limited-edition packs of Coca-Cola Original Taste, Coca-Cola zero sugar and Diet Coke available in stores nationwide, each pack will offer fans a chance to share positive and inspiring messages with friends and family. Plus, in addition to buying packs in-store, people will also be given the unique opportunity to purchase a personalised can via a new online-store in Great Britain from January.
Lending their support to the campaign, Premier League ambassadors Marcus Rashford MBE and Alex Scott MBE as well as Laura Whitmore and AJ & Curtis Pritchard have shared positive pledges for the new year which are available on the cans and complement further pledges that are available, including:
- I will never take my friends for granted
- I promise to listen more, just for you
- I will never take us for granted
- No more excuses: our idea is happening
Bryony Lester, marketing manager at Coca-Cola Great Britain, explained: “For more than 136 years, Coca-Cola has used its voice to help unite people across the world. We have launched the ‘Open’ platform, a campaign highlighting how the world has changed and to appreciate what perhaps was previously taken for granted.
“In 2021, our ambition is to be ‘Open To Better’ and use the power of our packaging to share resolutions of hope and positivity that we hope fans will enjoy sharing with their friends and family.”
‘Open To Better’ is part of Coca-Cola’s wider ‘Open’ platform, which has been ongoing since July 2020. The brand launched a bold new campaign ‘Open Like Never Before’ last summer with a TVC featuring George The Poet. The brand also recently announced its partnership with Katy Perry for her new track “Resilient” feat. Aitana (Tiësto Remix) accompanied by an ‘Open To Better’ film created by Chloe Wallace to inspire positivity.
Limited-edition Coca-Cola packs will be available to purchase in-store whilst stocks last, as well as via www.coke.co.uk/opentobetter.