Cultivating brand potential


Eco friendly negative space

Posted by: Jo Briton

Categories: Advertising,

Tue, 24 Jun 2014

These advertisements to promote Coca-Cola’s eco-friendly bottles leave me feeling mixed. They show a change in style from Coca-Cola’s usual advertising and I really like the simple, minimalistic style of the ads. However, I’m just not that keen on the copywriting. For instance this caption – ‘Plants make us happy. They make us want to smooch, neck and kiss’. Could they really not do better than that?

The adverts are being used to promote Coca-Cola’s eco-friendly bottles that are partially made from plants. Created by agency Ogilvy New York, they use negative space and are rendered in the company’s signature red and white.

The third advert is my favourite where an optical illusion is created showing the leaves moving from a distance, but they are actually still.

Source: Design Taxi