The Designers Republic (tDR), has been invited to be the European representative of Coca Cola's M5 project: a strategic initiative that aims to take the Coke to another level. Initially working with Coke on a limited edition bottle: tDR developed an entire brand vocabulary and attitude called 'Love Being' which has become part of a much broader, global campaign including events, multi-media, a range of merchandise and above the line marketing activity.
"The biggest challenge facing companies today is effective communicating with their market," said Ian Anderson, founder and director of the Designers Republic. "For big brands like Coke, blanket advertising is no longer an option: it's both expensive and ineffective.
"'Love Being' gives Coke the opportunity to forge a direct relationship with their consumers. The message is simple: spreading love around the world; but the channels of delivery are brand new. These are fascinating times for designers: projects like M5 invite us to explore the improbable and inevitably that is throwing up some very exciting possibilities."
Photos: Coca Cola