- Why do you think Coca-Cola decided on this design for their 125th Anniversary?
- How do you think customers will react to the packaging?
- Can you think of similar packaging or vintage packaging use by other brands?
2 Responses
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Stephen Kelly Says:
I wonder if this tags along with the entire “throwback” trend that has been occurring in the soda industry. Personally, I like it – nostalgia is sweet.
For as terrible as WWII was, it was also a great time of American pride, and afterward, there was a real sense among Americans that we were “doing it all the right way.”
Today, I don’t think a poll among Americans would show that we are “doing it all the right way” anymore. Perhaps advertising such as this is trying to remind of where we have been and where we could be again. Buy Coke and instill hope – get one step closer.
I think that’s the message.
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Lynn Smaagaard Says:
We are living in such turbulent times and things are changing so quickly, no wonder we are seeking a simpler time. I think advertisers realize this and want us to remember the good old days and associate this with their product. I think Coke does a great job of reaching customers at an emotional level. Here they accomplish it with packaging. They also have built their brand about the “Happiness” theme and I think it is very effective. Even though most of us were born after WWII, we still react emotionally when we see these images. There really is a strong trend toward vintage these days in packaging, products, clothing, cars, and home furnishings. Even the band Foo Fighters just released their album on vinyl. I guess everything old is new again. I have to say, I love the robust red of the Coke packaging!
