Coca-Cola Celebrates Its Place in Literary History

Coca-Cola® has announced the launch of ‘Classic,’ a captivating new campaign that celebrates the brand’s surprising and enduring presence in some of the world’s most beloved books.

Thousands of books by some of the most acclaimed authors in literary history, including Nobel and Pulitzer Prize winners, have subtly yet significantly incorporated Coca-Cola into their narratives. While many of these books were written in the twentieth century, they remain relevant today and, like Coca-Cola, continue to be actively consumed and celebrated.

To acknowledge and celebrate its place in literary history, Coca-Cola has launched an integrated campaign tapping into the nostalgia of literary classics, ‘The Shining’ by Stephen King, ‘Extreme Metaphors’ by J. G. Ballard and ‘A House for Mr. Biswas’ by V. S. Naipaul.

Developed by WPP Open X, ‘Classic’ embraces the brand’s role in literary culture by replacing typed mentions of “Coke” or “Coca-Cola” on the page with the brand’s instantly recognizable red logo. The brand used the original typeface for the OOH execution, mirroring the look and feel from real passages found in the first editions.

Live from 7th April, ‘Classic’ will launch OOH executions in Great Britain, alongside a suite of assets launching across radio, online video, print and cinema.

The film sees the text written as if from the author’s own typewriter, but with added audio effects to mirror the sound of a refreshing Coca-Cola, from the fizz to the snap you hear when you open the glass bottle.

"Coca-Cola's presence in classic literature is a testament to its enduring cultural impact," said Islam ElDessouky, global vice president creative strategy and content at Coca-Cola, “This campaign is the embodiment of our 'Real Magic' ethos, celebrating those magical moments in fiction where Coca-Cola is a familiar presence in timeless stories."

Rafael Pitanguy, deputy global chief creative officer at VML said, “Coca-Cola has always been more than a beverage—it’s a cultural icon that naturally finds its way into the stories we love. With ‘Classic,’ we’re honoring that legacy by bringing its literary presence to life in a way that feels both nostalgic and fresh.”

The campaign was developed by WPP Open X, led by VML New York, supported by Essence MediaCom and Ogilvy PR.