Coca-Cola's literary logo play: Can brands make an impact without a legacy?

Coca-Cola has launched its new “Classic” campaign, celebrating the brand’s presence in some of the world’s most beloved books.

The integrated campaign taps into literary nostalgia, highlighting Coca-Cola’s appearances in classics such as The Shining by Stephen King, Extreme Metaphors by J.G. Ballard, and A House for Mr. Biswas by V.S. Naipaul.

Developed by WPP Open X, "Classic" highlights the brand’s role in literary culture by replacing typed mentions of “Coke” or “Coca-Cola” on the page with the brand’s popular red logo. The brand used the original typeface for the OOH execution, mirroring the look and feel from real passages found in the first editions.

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In three individual 60-second clips, viewers also see the text written as if from the author’s own typewriter, but with added audio effects to mirror the sound of a Coca-Cola, from the fizz to the snap you hear when you open the glass bottle.

"Coca-Cola's presence in classic literature is a testament to its enduring cultural impact," said Islam ElDessouky, global vice president creative strategy and content at Coca-Cola. “This campaign is the embodiment of our 'real magic' ethos, celebrating those magical moments in fiction where Coca-Cola is a familiar presence in timeless stories."

In tandem, Rafael Pitanguy, deputy global chief creative Officer at VML, an agency under WPP, said, “Coca-Cola has always been more than a beverage—it’s a cultural icon that naturally finds its way into the stories we love. With ‘Classic,’ we’re honoring that legacy by bringing its literary presence to life in a way that feels both nostalgic and fresh.”

A stroke of genius or a nostalgic echo chamber?

By tapping into timeless literature and leaning into emotional subtlety over overt product messaging, Coca-Cola’s latest “Classic” campaign is less about selling soda and more about reinforcing cultural legacy. Yen Sim, chief brand officer at The Conscious Clan called the move “bold and brilliant,” noting that the messaging resonates whether or not viewers are familiar with the novels.

"The rhythmic sound of the typewriter, the vintage font and the slow reveal of the Coke logo draw you in. You might not catch the reference, but you still feel something. That’s the beauty of it. The ad trusts its audience, and that trust comes from decades of brand familiarity," she added. 

While the ad’s execution is sophisticated, it's not a departure from Coca-Cola’s long-standing brand strategy, said some industry players MARKETING-INTERACTIVE spoke to. Rather, it’s an evolution. From “It’s the Real Thing” to “Open Happiness" campaigns, Coca-Cola has evidently pursued emotional storytelling. The “Classic” campaign extends this ethos through a new lens, literary nostalgia.

Rupert Thomson, general manager at Reed Words Asia, said, “Coke might just have tapped into something very much of-the-moment,” referring to the rising consumer appetite for substance and meaning in culture. The campaign’s excerpts—ranging from King to Naipaul—evoke nostalgia and American family life, aligning with Coke’s timeless brand values.

However, while there's much to like about the "Classic" campaign at first glance, Graham Hitchmough, chief operating officer at The Bonsey Design Partnership said the campaign may be more of an "immediate sugar rush than something truly substantial". 

"Simply name-checking Coke in a random collection of literary works may initially seem to carry some deep cultural cachet, but ultimately falls a little flat," he added. 

Should other brands attempt something like this?

All three experts agree that only a select few brands can execute this strategy effectively. Brands such as Apple, Nike, Rolex, and Lululemon have similar symbolic equity. For these legacy brands, subtlety is not a risk, it’s a flex.

“Coke can afford to whisper because its voice is already familiar to consumers all over the world. For a lesser-known brand, such a creative approach would be a gamble without a foundation to stand on," Sim said. Symbolism without emotional or cultural foundation can feel hollow—or worse, inauthentic. Sim also noted that brands have to build the relationship with their audiences before it can speak in shorthand.

“Without the legacy or emotional familiarity, viewers may question the intent or, worse, feel gaslighted,” she said.

Similarly, Hitchmough noted that without the decades of building brand equity and resonance, such strategies are likely to create confusion or indifference, or come off as pretentious and try-hard, especially if they appear to mimic the tone of legacy brands that have actually earned the right.

"If no one knows who you are or what you stand for, such minimalistic, referential campaigns will fall flat," he said. 

Hitchmough added that brands such as Harley Davidson and Budweiser have successfully tied themselves to cultural history through music and cinema. However, even then, he warned that nostalgia needs to be used sparingly and in combination with more contemporary strategies.

Thomson believes newer brands can tap into this strategy, if they’re sincere. 

Just don’t be too cheeky unless you really know what you’re doing.

Building resonance from the ground up 

With the pros and cons locked and loaded, what’s the playbook for brands that don’t have Coca-Cola’s century of emotional equity? Sim urged brands to first focus on storytelling grounded in real human insight, highlighting the success of Google’s “Reunion” campaign and Dove’s “Real Beauty” through truthful and relatable storytelling. 

"Build from lived experience, not borrowed symbolism. With consistency and care, those stories will become your brand equity, and one day, you may earn the cultural iconography that Coca-Cola now wields with such ease," she added. 

Echoing similar sentiments, Hitchmough stated that newer brands should begin by mining real stories and staying consistent with their values. “Don’t immediately try to be ‘culturally universal’ like Coca-Cola. Focus on getting the register right for your own audience.”

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