According to a press release, Coca-Cola has introduced a new global campaign called “Masterpiece,” which features both modern and classical works of art in an effort to promote a wide range of artists and position Coke as an inspirational beverage.
Andy Warhol’s Painting
The Coca-Cola “Masterpiece” ad campaign is a two-minute short film inspired by Andy Warhol’s 1962 painting of a Coca-Cola bottle.
In addition to new talent from Africa, India, the Middle East, and Latin America, the exhibition includes cameos of famous works such as “Scream” by Edvard Munch (1895) and “The Shipwreck” by J.M.W. Turner (1805).
There are more than a dozen works of art featured in the short film, all of which can be viewed by consumers who watch the video.
Coca-Cola has expanded its Real Magic platform with a new feature called Creations, which aims to appeal to a younger demographic and features a seven-track sound library and digital beat machine.