The Coca-Cola Company is set to be recognised at The Cannes Lions International Festival of Creativity in 2013.
The organisers behind the prestigious global annual awards celebrating creative excellence in brand communications have today named the multinational beverage corporation as the recipient of the 2013 Creative Marketer of the Year Award. Formally known as the Advertiser of the Year Award, this prize is presented to brands that have distinguished themselves by inspiring innovative marketing of their products across multiple platforms and who embrace and encourage creativity in their brand communications produced by their agencies.
Having won its first Cannes Lion back in 1967, The Coca-Cola Company has gone on to pick up more than 100 Lions across different advertising and communication disciplines, including a Design Grand Prix in 2008 for the US entry ‘Coca-Cola Identity’ and, most recently, the 2012 Outdoor Grand Prix win for China for ‘Coke Hands’.
“The Coca-Cola Company’s restless pursuit of creative innovation in the marketing of its brands across multiple platforms in many different territories has been honoured at Cannes for many years,” says Philip Thomas, Chief Executive of Cannes Lions.
“Most noticeable, when looking at its Lion winners, there is the perfect balance between the careful, consistent management of global brands and freedom given to local teams to adapt and innovate for their markets. We congratulate Coca-Cola and its agency partners for the well-deserved achievement in keeping the business at the forefront of brand marketing thinking, and look forward to honouring them in Cannes,” added Thomas.
Joe Tripodi, Executive Vice President and Chief Marketing and Commercial Officer, The Coca-Cola Company said, “Creativity has been and always will be at the heart of our brands. It fuels our business – with consumers, customers, fans, agencies and partners all over the world. We are honoured by this recognition and grateful to our agencies and partners who inspire and make us better.”
Since the manufacture of the now famous contour bottle in 1916, Coca-Cola has consistently maintained a strong brand identity with a focus on design. The company’s advertising, always an important and exciting part of its business, came into its own in the 1970s with the brand’s iconic 1971 ‘Hilltop’ commercial – where a group of young people from all over the world gathered on a hilltop in Italy to sing “I'd Like to Buy the World a Coke”. The 1990s were a time of continued growth for The Coca-Cola Company, reflected in the strengthening of the brand by connecting with wider audiences through its on-going support of the Olympic Games and FIFA World Cup.
The industry recognised the resurgence of Coke’s creative mojo in 2007 with the launch of ‘The Coke Side of Life’ and iconic films like ‘Happiness Factory’ and ‘Videogame’, which marked the brand’s return to telling big stories in a fresh, surprising way. Momentum continued to build in 2008 when the ‘Coca-Cola Visual Identity System (VIS)’ won the first Design Grand Prix at Cannes, and the company surprised juries yet again in 2011 with small-scale viral films such as ‘Friendship Machine’.