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INTERNATIONAL FESTIVAL OF CREATIVITY | 17-24 JUNE 2017

Record breaking creativity

In association with Guinness World Records, we review some record-breaking creativity from Coca-Cola.

Coca-Cola’s creative credentials with Cannes Lions start way back in 1956, when Coca-Cola Germany took home a Diploma (we gave those out then) for ‘Mach Mal Pause’. Since then the Coca-Cola Company has clocked up 178 awards at the festival, and its creative pedigree was confirmed in 2013 when the brand was awarded the prestigious Creative Marketer of the Year in 2013.

created on Friday 3 Feb 2017

Similarly, when it comes to Guinness World Records (GWR) titles, Coca-Cola has multiple achievements to its name. Always a forward thinker, Coke is a brand which has successfully combined its global appeal with the power of record-breaking to make fans feel part of its story.

And when it comes to international appeal, few brands have the same draw as Coca-Cola, evidenced by its GWR title for being the food/drink brand with the most likes on Facebook (101,096,119 at the time of writing).

A logo visible from space

In 1986 the brand celebrated its 100th anniversary by constructing the world’s ‘Largest Coca-Cola logo’. Built using 70,000 of its world-famous glass bottles, the giant sculpture measures 50 metres tall by 120 metres wide and is so vast in scale it can only be viewed in its entirety from the sky and is in fact visible from space.

Coca-Cola from Space

The sculpture, which is located in northern Chile in the desert near Arica, has a fascinating history. Each letter of the logo was constructed by a different team which arranged each bottle carefully, sinking enough of the bottle into the ground to secure it while leaving enough above the surface to reflect light.

In 2011, the sculpture was remodelled to commemorate 125 years of Coca-Cola. A team of 100 rejuvenated the sign by repairing and cleaning the bottles and updating the number underneath the logo to 125.

Celebrating anniversaries

Coca-cola

Over the years, Coca-Cola has effectively used its popularity among consumers to create visually stunning mass participation record attempts as part of its marketing and advertising campaigns, and in 2015 the brand celebrated the 40th anniversary of its bottling plant in Nogara, Italy by inviting fans to visit the factory and join the record attempt for the ‘Largest human image of a bottle’. It was a simple tactic that paid dividends, as 664 people, all dressed in the iconic Coca-Cola red, came together to form a spectacular depiction of the Coca-Cola bottle, which measured 30 metres long by 8 metres wide.

The record attempt successfully achieved the brand’s dual objectives of highlighting its anniversary, while giving its fans a taste of the excitement and kudos that comes with being involved in a GWR title attempt.

A family affair

Outside of celebrating its key anniversaries, Coca-Cola has also set new GWR titles for other marketing and advertising campaigns. In 2013, the brand created a campaign in Venezuela that set a new GWR title, highlighted the family unit and became the number one trending topic in the country on Twitter.

Working with GWR‘s creative consultancy service, Coke decided on a new record challenge that would symbolise staying united in the face of any changes or obstacles. To set the record, Coca-Cola would need to hundreds of people to take part in the ‘Longest drinks pouring relay’.

Each of the 550 people in the relay had to cleanly pour a beverage for the person next to them, and so on down the chain. As part of the record attempt, Coca-Cola created a 597-foot-long (182-meter) table for participants in the relay, to signify dialogue and interaction.

Coca Cola POuring

Despite the attempt taking place on the same day that Ms. Venezuela was crowned Ms. Universe, Coca-Cola stole the top spot in terms of trending topic in the country on Twitter, under the hashtag #UnRecordJuntos (a.k.a. "One record together").

Consumer devotion

Coca

The brand’s marketing and advertising campaigns have helped inspire such devotion among fans that individual consumers have forged their way into record-breaking history by amassing huge collections of Coca-Cola memorabilia. US-based Rebecca Flores had 945 different items of Coca-Cola memorabilia as of 15 December 2008, which she has been collecting since 2005.

Coca Cola was named Creative Marketer of the Year in 2013, and you can see more Coke creativity on display in the Cannes Lions Archive. This feature was co-produced by Guinness World Records, which spoke at Cannes Lions in 2016. For more information on brands breaking records, visit Guinness World Records.

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