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November 29, 2012

Coca-Cola Returns To Cannes Lions 2013 as Creative Marketer of the Year

The global brand Coca-Cola brand will be celebrated at France’s prestigious Cannes Lions International Festival of Creativity in 2013.

The multinational beverage giant will be recognized with Creative Marketer of the Year Award, formally known as the Advertiser of the Year Award, for innovative marketing across multiple platforms and creativity in brand communications. That the award is no longer called “advertiser” but “creative marketer” tells how far the the industry has come in almost 60 years of Cannes Lions awards — as has Coca-Cola.

“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,” said Joe Tripodi, EVP and Chief Marketing & Commercial Officer, Coca-Cola.

Coca-Cola won its first Cannes Lion award in 1967, and has since garnered more than 100 Lions 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 its Coke Hands outdoor activation (above) by Ogilvy Shanghai.

The Inspiration Room blog described Coke Hands as “a bus shelter campaign, the iconic imagery, designed by Jonathan Mak Long (the Hong Kong-based designer of the Steve Jobs RIP/Apple logo silhouette) conveys sharing in a manner that is uniquely own-able as the only two elements in the entire visual are both trademarks of Coke, as well as worldwide icons: the ‘Dynamic Ribbon’ and the ‘Contour Bottle.’”

“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,” stated Cannes Lions CEO Philip Thomas about Coca-Cola’s track record at Cannes. “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.”

Since the 1916 launch of its iconic glass contour bottle, the brand has maintained a focus on design, and the 1971 iconic commercial featuring young people from around the world gathered on a hilltop in Italy singing “I’d Like to Buy the World a Coke,” part of their “It’s the Real Thing” campaign, remains one of the most memorable spots in advertising history.

A resurgence of creative mojo in 2007 was evidenced with the launch of “The Coke Side of Life.” The brandas celebrated for Happiness Factory and Videogame, showing a commitment to on-brand story-telling in fresh, surprising ways, followed with another in 2008 when the Coca-Cola Visual Identity System won the first Design Grand Prix at Cannes.

A 2011 win for Friendship Machine only added to the company’s indisputable position as a leader in creative marketing.

The Creative Marketer of the Year trophy will be picked up by Tripodi on June 22, 2013 at the 60th Cannes Lions International Festival of Creativity.

BrandChannel

posted by: Limité Staff
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labels: Art & Design

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