Key to the artsy promotional blitz is a two-minute video that sees Coke immersed in a series of paintings from both world-renowned artists and emerging talents before being given to a museum-goer seeking inspiration.
It relies on Andy Warhol’s 1962 pop-art painting of a Coca-Cola bottle as a kick-off point, with one painting’s subject, “Divine Idyll” (2022), extending an arm outside of the frame to grab the Coke, before launching it into the scenes of other iconic works, including famous names like Edvard Munch’s 1895 painting “Scream” and JMW Turner’s 1805 painting “The Shipwreck”. More recently created art, like “The Blow Dryer” (2021) and “Medea” (2022), also make cameos in a nod to promising artists from Africa, India, the Middle East and Latin America, before the recognizable Coke bottle ultimately lands in the hands of J Vermeer’s 1665 “Girl with a Pearl Earring”, with the subject of the painting opening the bottle for a student to get refreshed and find inspiration.
“‘Masterpiece’ is not a story in which Coke appears… Coke is the story”, declared Pratik Thakar, global head of creative strategy and integrated content for Coca‑Cola.
The campaign also includes digital collectibles, 3D billboards and an online gallery highlighting the up-and-comers. This effort is made under its Real Magic initiative, launched in 2021 to highlight connection and shared moments.
It is pertinent to mention that Coca-Cola has often used its marketing to target niche audiences.
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