Coca-Cola’s timeless logo, a global symbol since 1941, is taking on a new role to promote recycling. Their latest “Recycle Me” campaign, launched in Latin America, showcases the iconic red-and-white logo in a crushed and distorted form, resembling a recycled can. This visual twist aims to leverage the logo’s massive recognition—known by 94% of the world—to inspire more recycling of Coke cans and bottles.
Instead of a digital redesign, the campaign features actual Coke cans that were manually crushed using mechanical presses and vacuums. Each ad displays a unique, crumpled version of the logo, capturing a raw, authentic vibe. A documentary film about the making of these visuals is set to release soon, enhancing the campaign’s appeal. The agency is WPP Open X / Ogilvy New York.
This initiative is part of Coca-Cola’s broader mission to address its environmental impact and promote sustainability. Islam ElDessouky, Coca-Cola’s VP of Creative Strategy, emphasized their commitment to a waste-free world through impactful marketing. The “Recycle Me” ads are now visible across billboards, digital displays, and transit shelters in key Latin American cities, supported by print and social media efforts.
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