Last year Coca-Cola China put investing guru Warren Buffett’s face on Cherry Coke cans. This year it’s celebrating the nation’s unique local markets with a series of 23 limited-edition “sleek cans” that feature the people of China.
The design by illustrator Noma Bar incorporates iconic cultural elements of each city to express the personality of its people, as mixed with Coca-Cola iconography.
“No matter where we grow up, where we go to university or where our careers take us, each city that we live in leaves an impression that is embedded in us forever. Each has its own culture and flavour, its sights and sounds. But above all, cities are made of people. While we may live in a city, it’s the city that also lives in us,” stated Richard Cotton, head of content, creative & design, Coca-Cola Greater China & Korea.
“Digging deep into each city’s culture, we were able to capture the essence of each one: its culture, its food, its idiosyncracies as well as its landmarks. We personified these on each can through a seamless blend so that each city becomes a face, each one unique and surprising,” added Steve Llewelyn, design lead, Coca-Cola Greater China & Korea.
The campaign also includes a film celebrating city cultures, print, billboards and a partnership with Baidu to create an augmented reality experience to allow consumers to interact with each of the 23 city cans.
How the “sleek can” is being promoted in China: