In many countries of CEE Pepsi is becoming more and more aggressive.

How could we revamp the love for the most iconic brand in the world?

The idea is to prove that Coca-Cola is the most iconic brand in the world. The only company that can make everyone recognize its product without showing it.

Make the invisible visible with a design that show how is iconic the Coca-Cola bottle, so iconic that our brain needs very little clue to feel it.

We decided to eliminate as many elements as possible while maintaining the recognizability of the bottle shape, using the design principle of the Gestalt psychology combined with a line that completes the message.

The campaign was aired in the central Eastern Europe region and reached a global audience online where dozens of magazines and blogs talked about it.