The Coca-Cola Summer 2013 campaign inspires families to get out and enjoy the season by showing how familiar occasions are “open for summer”.
By activating the traditional Dynamic Ribbon, the packaging is transformed into graphic representations of the joys of summer – a surfer riding a wave, a white water rafting adventure, a family road trip, a rollercoaster and a baseball player throwing a ball.
The designs were featured on packaging and in-store displays. They were also used for summer premiums, such as t-shirts, beach towels and kites.
Six cans were released overall, each celebrating a different occasion – water activities, outdoors, travel, entertainment and sports. The designs also appeared on can packs, 2 liters, 1.25 liters, 20oz bottles and the 7.5oz minisleek can.