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可口可乐“拿过”诺贝尔文学奖?

源泉 2025-04-09
关注推荐 取消
梁玟玟 自由撰稿人 关注
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案例评分: 10 分 / 共1人评分

要知道,作为一款畅销多年的饮料可口可乐其实拿过不少文学大奖。


最近可口可乐与VML合作宣布推出一个名为“经典”的广告活动,以送养该品牌在一些全球最受欢迎的文学作品中令人惊讶的出现,以及其持久存在的意义。



文学史上一些最受赞誉的作家,包括诺贝尔奖和普利策奖得主,在他们创作的数千本作品中,许多都巧妙而又意义重大地将可口可乐融入了他们的叙事中。虽然其中许多书都是在二十世纪创作的,但它们至今仍具有现实意义,并且像可口可乐一样,继续被积极消费和推崇。


为了承认和庆祝其在文学史上的地位,可口可乐发起了一项综合活动,利用文学经典的怀旧情怀,包括斯蒂芬·金的《闪灵》、JG巴拉德的《极端隐喻》和VS奈保尔的《毕斯瓦斯先生的房子》。


“Classic”由 WPP Open X 开发,通过将页面上的“Coke”或“Coca-Cola”字样替换为品牌一眼就能识别的红色徽标,体现了品牌在文学文化中的作用。该品牌在户外广告中使用了原始字体,反映了第一版中真实段落的外观和感觉。



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美国

时间

2025-04-09

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