Bulletproof started working on the project in November 2010 following previous global and local campaigns for Coca-Cola.
The consultancy was briefed to create a visual identity for the campaign in the Coca-Cola North West Europe & Nordics region and to provide a range of packaging and point-of-sale materials for the anniversary edition.
The NWEN campaign was then tailored specifically for the British market with a range of Britain-centric packaging, says Bulletproof account director Bryan Mayers.
He says, ‘From a design perspective, Coca-Cola is well aware of what a rich set of design collateral it has.
‘It’s imagery, iconic collateral and assets: there’s so much you can draw on. It seemed obvious to look back to that.’
The anniversary cans, which launch this week, feature vintage Coca-Cola imagery, the brand’s trademark red and minimal text.
Mayers says, ‘There’s a classic saying, “Only Coke could do it.”’