'Feel' a Coca-Cola bottle without seeing it in brand's minimalist campaign

Ads don't need much to convey the shape of the vessel

Published On
Feb 18, 2020

Editor's Pick

Thanks to its iconic branding, Coca-Cola is one of the few companies that can get by with very little when it comes to communicating its message. Such is evident in this new outdoor campaign from Publicis Italy that uses nothing but the brand’s red and white palette, logo and a tiny amount of copy to remind consumers that they might want to reach out and grab a Coke. 

The white logo on red background curves as if it’s wrapped around the brand’s distinctive bottle shape, and a two-word sentence above reads, “Feel it.”

The campaign was created out of Publicis Italy and is running in out-of-home ads as well as print and social in the Central and Eastern European markets. 

Fellow iconic brand McDonald's also recently took a minimalist approach with an outdoor campaign that replaced sandwich ingredients with typography


Feb 18, 2020
Client :
Agency :
Global Chief Creative Officer Publicis Worldwide :
Bruno Bertelli
Chief Creative Officer Publicis Italy :
Cristiana Boccassini
CEE Executive Creative Director :
Davide Boscacci
Associate Creative Director/Copywriter :
Stefano Zanoni
Creative Supervisor/Art Director :
Roberto Ardigò
CEE Regional Client Lead :
Lorenza Montorfano
Client Service Director :
Benedetta Virga
Group Account Director :
Mirjana Slavkovic
Account Supervisor :
Alberto De Simone
Art Buyer :
Caterina Collesano
Post Production :
Content Excellence team CEE Business Unit :
Desirèe Ferrari
Content Excellence team CEE Business Unit :
Laura Legrenzi
Content Excellence team CEE Business Unit :
Camilla Zanaria
Marketing director CEE Business Unit :
Romain Mallard
Integrated Marketing Experience director CEE Business Unit :
Dimitar Andonov
Marketing Team Romania :
Corina Rijnita
Marketing Team Romania :
Iuliana Nedelcu
Marketing Team Romania :
Miruna Smeureanu
Marketing Team Romania :
Giulia Burlui
Marketing Team Bulgaria :
Svetlana Dimitrova
Marketing Team Bulgaria :
Eliza Grancharova

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