Adverblog: The "We8" side of Coke

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July 29, 2008

The "We8" side of Coke

As part of its Olympics campaign Coca-Cola has launched We8 a collaborative project that brought together eight artists from the East and eight musicians from the West side of the world. The idea is a collaboration to create a bottle and a track inspired to values Coke believes in.

I have contrasting feelings about this campaign. A part from the fact that there isn't anything you in this idea, I have also the feeling that the end result of the collaboration is not as good as it could have been. What I mean is that the bottles look quite ugly and most of all very fake, since they are only 3D models and not real glass bottles.

I know we all do collaborations and we give products to artists to see how they re-interpret them. So I haven't got anything about collaborations in general, but here even if Coke had a good idea to start with, in line with its brand and with the Olympic message, I think they didn't fully exploit the concept. Even digitally, the site just look like a window where the product is showcased. Emotions and interactions are simply not there. What a pity

By: martina // Permalink // Comment(s): (6)
Category(s): Food and drinks, Online marketing

Comments on this entry

While it's not my intent to promote the WE8 bottles, I would like to point out that these are actually collectible bottles that will be available to redeem on My Coke Rewards starting on August 8th.

I can only assume (and hope) that these will look better in a non-digital medium.

Posted by: Marguerite at July 29, 2008 10:56 PM

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This is awesome stuff! We love the concept - even more, we're thrilled to see Serge Devant in the mix on this one!

Posted by: Nick Stamoulis at July 29, 2008 11:24 PM

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The Happiness one looks pretty depressing, and the Healthy World isn't doing too well :-D
I'll take the Individual Perseverance one!

Question: how would one pronounce 'WE8'? As in 'weight'? Doesn't seem they gave it a lot of thought.

Posted by: Otilia at July 30, 2008 11:24 AM

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Otilia to answer your question WE8 refers to "West meets East" with eight being the number of artists commissioned for collection.

Posted by: Marguerite at July 31, 2008 02:02 PM

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Sounds a lot like a derivative of the Beck's Art Label and Fusions stuff.
http://www.becks.co.uk/

Posted by: Ewarwoowar at July 31, 2008 06:00 PM

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What a load of b**llocks.
If they wanted to promote Global Harmony and Peace on Earth they could stop raping the world of water and exploiting the vast majority of it's workers.

Posted by: Floss Kendall at August 6, 2008 11:23 AM

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