Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life.
Coca-Cola and tacos might not seem the most obvious combination, but in some parts of the world, like Mexico, they go hand in hand. Coca-Cola sought to spread this perfect pairing around the globe with its new campaign, which features street photography by Frederik Trovatten. It shows scenes of authentic Mexican taco stands, with Coca-Cola's brand highlighted. There's no shouty logos or big bottles of Coca-Cola, though, but rather subtle branding hidden on crates, stools and signs.
The tagline states:"'Where there are tacos, there’s Coca-Cola." This is an interesting move for Coca-Cola, and like many of the“Coca-Cola’s iconicity gave us the freedom to focus on authentic moments in the taquerias, where its presence feels natural and unforced," Uncommon Stockholm tells us."The strength of the brand made it easy to let those moments shine without needing to emphasise the logo, and the Coca-Cola team fully embraced this approach from the start.
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