May 8, 2011, marks 125 years since Coca-Cola was first served in Atlanta by pharmacist Dr. John Pemberton: a milestone anniversary that provides an opportunity to celebrate the impact Coca-Cola has had on popular culture and to recognize the people and partners who played their part in making it the world’s most valuable brand.

The Anniversary is the occasion to go back to the early days of the brand and to remind people what Coca-Cola has always been all about: a delicious and refreshing part of our history and our lives making us feeling better.

We built the communication on one core element: the Coca-Cola Contour Bottle, the height of the brand’s iconicity.

A partnership with the well known Italian artist Lorenzo Petrantoni led to the creation of a graphic structure that conveys a sense of past, present, and future.

This flexible, minute and rich texture literally explodes out of the bottle and becomes the symbolic container of the brand’s core values: its presence through time, its link with world history, its happy, sparkling and positive attitude to life.

This creative project will be used in 23 different countries from Central-Southern Europe throughout 2011. Even markets outside the CSE have appreciated the project and will amplify it.The “Anniversary texture” has been declined on all communication materials: from above the line to below the line, from events visual identity to shopper marketing materials.

The texture has also been animated and digitalized and has been used for 3D projections, TV promos and web materials.

This creative project has become the real symbol of the 125th Anniversary.