Las grandes compañías suelen ser muy celosas con su logo: tienen un extenso manual de marca con decenas de páginas en las que especifican de qué forma debe aplicarse, cuáles son los colores exactos, qué tipografía es la oficial. Pero, ¿Cómo podés tener control de todo cuando sos una marca tan conocida en todo el mundo como Coca-Cola? Para la firma de bebidas, toda crisis es oportunidad.
En los últimos tiempos, Coca-Cola abrazó aquellos logos no oficiales que varios negocios de todo el mundo utilizaban en sus fachadas y vitrinas. Y con una campaña con foco en el reciclaje, decidió darle un giro a su icónico logotipo con un contundente mensaje a favor del reciclaje de sus envases.
De la mano de la agencia Ogilvy Nueva York, y con el objetivo de promover el reciclaje, Coca-Cola lanzó una campaña en la que su logo aparece totalmente deformado, tal y como se ve cuando aplastás sus latas antes de desecharlas. Cabe aclarar que la marca asumió el compromiso de la compañía de que se reciclen todos sus envases en 2030.
Recíclame, la nueva campaña de Coca-Cola
Lanzada inicialmente en América Latina, ‘Recycle Me’ presenta a la marca en una serie de impactantes piezas creativas OOH que representan el logotipo de Coca-Cola después de que una lata fue aplastada durante el proceso de reciclaje. Esta imagen viene con un llamado a la acción “recíclame” y está pensada para poner el reciclaje en primer plano y alentar al consumidor a tomar medidas positivas después de consumir una lata de Coca-Cola.
Se trata de una iniciativa que nació a raíz de la campaña “Toda Coca-Cola es bienvenida”, que acoge todas las diferentes versiones del logotipo que han implementado los negocios en todo el globo. Sin dudas, una acción que puede llevar a cabo tranquilamente la marca por su reconocimiento global.
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