Limited edition packs of Coca-Cola Original Taste, Coca-Cola zero sugar and Diet Coke “offer fans the chance to share positive and inspiring messages with friends and family: taking the unusual move of completely replacing the Coca-Cola logo.”
Personalized cans are also available to purchase online: allowing consumers to put their own resolutions on cans.
Premier League ambassadors Marcus Rashford MBE and Alex Scott MBE as well as Laura Whitmore and AJ & Curtis Pritchard have shared their pledges for the new year, which are available on cans and complement further pledges that are available, such as:
- ‘I will never take my friends for granted’
- ‘I promise to listen more, just for you’
- ‘I will never take us for granted’
- ‘No more excuses: our idea is happening’
Bryony Lester, Marketing Manager at Coca-Cola Great Britain, said: “For more than 136 years, Coca-Cola has used its voice to help unite people across the world. We have launched the ‘Open’ platform, a campaign highlighting how the world has changed and to appreciate what perhaps was previously taken for granted.
“In 2021, our ambition is to be ‘Open To Better’ and use the power of our packaging to share resolutions of hope and positivity that we hope fans will enjoy sharing with their friends and family.”
‘Open To Better’ is part of Coca-Cola’s wider ‘Open’ platform, which was launched in July 2020.
In a similar vein, Coca-Cola’s ‘Share a Coke’ campaign in the US is dedicated to ‘everyday heroes’ last month: with 40+ monikers dedicated to everyone from nurses and teachers to parents and grandparents.