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LONDON—Few brands in the world are renowned enough to get away with stripping their name from their packaging like it’s no big deal—and Coca-Cola is definitely one of them.
The beverage giant has done just that as part of a new European campaign, titled “Open to Better,” which aims to encourage fans to “pledge to do things differently in 2021.”
Coke is removing its branding from packaging and replacing the logo with “inspiring” resolutions—including customisable messages that customers can order online and send to loved ones.
Limited edition packs of Coca-Cola carrying the uplifting messages are already on sale at retailers across Europe, with messages including: “I promise to do better just for you,” and, “I promise to smile more just for you” emblazoned on the front of the cans.