THE Coca-Cola Company finally brings to the country a traveling art exhibit entitled ‘The Coca-Cola Bottle Art Tour: Inspiring Pop Culture for 100 Years’ as part of its yearlong celebration of the centennial anniversary of the Coca-Cola Contour Bottle, a global icon that played a muse-like role in inspiring signature moments of happiness in film, music, arts, design, and popular culture.
The exhibition took thousands of consumers, Coca-Cola fans and avid collectors, key personalities and celebrities, in a unique, multi-sensory journey featuring an array of Coca-Cola Bottle themed art, memorabilia and interactive experiences at the High Street Central Amphitheater, Bonifacio Global City in Taguig.
“Since its creation in 1915, the Coca-Cola bottle has achieved iconic status as a symbol of refreshment and uplift and it remains an important asset for our business today,” said Marcos de Quinto, Chief Marketing Officer, The Coca-Cola Company. “The campaign, which will be executed in over 130 countries, is our invitation to consumers around the world to share in the specialness of an ice-cold Coca-Cola,” he adds.
The Bottle Art Tour puts together 18 artists – some of them being forerunners of the Pop Art movement – for a sweet mix of media from prints, photography, found objects, toys and paintings. Among these artists are Peter Blake, creator of the iconic Sgt. Peppers album cover and the ‘Coke Side of Art’ mural at Southbank, London; Andy Warhol, known for his Campbell’s Soup Cans; and Haddon Sundblom, the man behind popular depictions of the merry man from the North Pole, Santa Claus.
100 Years of Transcending Brand Love from the Filipino Market
Visiting the Philippines along with the exhibit is Ted Ryan, Director of Heritage Communications, The Coca-Cola Company. Simultaneous events led by Ted Ryan also took place during this three-day celebration to engage more consumers and Coca-Cola enthusiasts to take part in this milestone celebration.
Undergraduate students of De La Salle University – Manila and the University of the Philippines – Diliman, as well as several Coca-Cola Associates were among the few who got a chance to listen to the curator share more about the history of the iconic glass bottle and how the brand came to be today in his heritage talks.
The Director also took time to meet over 50 members of the Coca-Cola Collectors Club of the Philippines, where he received various Coca-Cola themed collectibles from the members such as posters, art-designed bottles, and his very own limited edition Coca-Cola jeepney. The members likewise, enjoyed an afternoon having the curator sign their personally owned collectibles.
Select guests and personalities were also invited to the gala night held on the second night of the tour, where they got a chance to experience the traveling exhibit. Decorated bottles designed by ambassadors of the brand, supporters and personalities were also displayed at the exhibit to foster Filipino creativity and talent. To make the celebration even more meaningful, a silent auction on was conducted to raise funds to support the installation of water fountains for the Little Red Schoolhouse project.
Adding a more local touch to the celebration, local artists and talented photographers contributed their own photographs and interpretations of the Coca-Cola bottle. With their works also being displayed in the exhibit, young and talented photographers of this generation like Shaira Luna, Xander Angeles, Marc Nicdao, Ronnie Salvacion, Doc Marlon Pecjo and Jake Versoza infused the bottle’s distinctive contour and shape into their very own photograph, depicting moments of happiness and inspiration.
“We are truly overwhelmed with the support and brand love Filipinos give to Coca-Cola. Our celebration in the country is by far the most attended by the consumers. It is one of the greatest markets we’ve been to as we celebrate 100 years of heritage and legacy of the Coca-Cola bottle,” shares Ted Ryan.