08 .The Coca-Cola Company
Coke Zero - Drinkable Advertising
Global Look & Feel
About .Part of the reason why we won the Coca-Cola business at Ogilvy had to do with our understanding of how to treat their product. We had a simple concept. “Drinkable advertising," aimed to immerse consumers in the sensation of tasting a Coke with every ad piece. This led us to develop a unified global aesthetic that evoked the flavor of Coca-Cola through visual appeal. Our comprehensive guidelines supported photographers worldwide to capture the product with finesse, treating it as a canvas and employing classic chiaroscuro techniques. Ranging from amber to caramel, and from orange to golden hues, we redefined Coca-Cola's product identity, establishing a standard that endures to this day. Design Team: Milton Correa, Jones Krahl, Joao Paz, Andreas Hoff Role: Art Direction & Design, Illustration (Poster)