Many brands move quickly to protect their copyrighted materials and likenesses. Coca-Cola has recently launched a campaign that does the opposite, celebrating the many interpretations of its logo created worldwide for generations. The ‘Every Coca-Cola is Welcome’ campaign embraces and showcases grassroots interpretations of the company's wordmark created by bodegas, shopkeepers, and local artists instead of slapping these creators with lawsuits.

In an innovative effort to encourage more recycling, Coca-Cola's latest campaign depicts the Coke logo as crushed and distorted, mimicking how it would appear on a recycled aluminum can. The campaign aims to motivate consumers to recycle their empty Coke cans and bottles by tapping into the incredible brand recognition of the red-and-white logo, which research shows is recognized by 94% of the world's population.

Despite overwhelmingly positive feedback from focus groups and taste tests by nearly 200,000 people, the launch of the New Coke formula was an undeniable failure. Coke had been seeking a way to gain market share from its rival, Pepsi, but it ended up generating overwhelming customer backlash. Customers hated the New Coke simply because of what the original Coke meant to them, not because of the new drink's taste. Pepsi capitalized on Coke's failure by giving its employees the day off and declaring victory in full-page newspaper ads. This marketing blunder illustrates why brands should watch what their customers do – not what they say. Moreover, a passionate audience matters more than a great product.

Coca-Cola aims to promote togetherness at the Paris Olympic Games with specially designed cans that look like they're hugging. A collaboration with three French artists, the campaign underscores the power of sports to unite people by featuring the iconic hug motif on the beverage company's packaging and advertisements. Coca-Cola plans to extend this theme by showcasing real-time hugs captured in Paris and across social media and metro stations during the Games.

Coca-Cola's new cans for the 2024 Paris Summer Olympic and Paralympic Games feature a design with two arms locked in an embrace, symbolizing hope and inclusivity. This innovative packaging aligns with Coke's branding strategy, suggesting a visually unified presence in Paris during the event. Critical to successful brand activations, these cans exemplify thoughtful design in sponsorships.

TikTok has been spending $20 million a month to purchase OpenAI models through Microsoft. The purchases make up about 25% of Microsoft's AI revenue. TikTok's parent ByteDance is reportedly building its own AI models - if successful, TikTok would no longer need OpenAI or Microsoft. Other companies reportedly purchasing OpenAI models through Microsoft include AT&T, Coca-Cola, Fidelity, Volvo, and Walmart.