Coca-Cola Embraces Its Literary Legacy in New Campaign from WPP, VML

Coca-Cola has found a new place where it always pops up: on the pages of classic literature.

In a fresh campaign called "Classic," the world-famous soda brand is highlighting its cameos in some of the most iconic books of the 20th century,

Its name makes an unexpected appearance in many pieces, from "The Shining" by Stephen King to "A House for Mr. Biswas" by V.S. Naipaul.

To bring this cultural relevance into the spotlight, the brand leaned into a visually simple but impactful idea.

It replaced the word "Coca-Cola" in book excerpts with the brand’s red logo, using the original typefaces from first editions to stay true to the page.

Developed by WPP Open X and led by VML New York, the latest efforts celebrate how Coca-Cola naturally appeared in the work of acclaimed authors, including Nobel and Pulitzer Prize winners.

"Coca-Cola’s presence in classic literature is a testament to its enduring cultural impact," shared Islam ElDessouky, global VP of creative strategy and content at Coca-Cola.

"This campaign is the embodiment of our 'Real Magic' ethos," ElDessouky added, pointing to the emotional connection readers have with stories that feel both familiar and timeless.

Meanwhile, VML Deputy Global CCO Rafael Pitanguy said the idea was about honoring Coca-Cola as more than a product.

"It’s a cultural icon that naturally finds its way into the stories we love.

With 'Classic,' we’re honoring that legacy by bringing its literary presence to life in a way that feels both nostalgic and fresh."

Campaigns that combine culture and commerce show how creative agencies can reimagine brand presence through storytelling — not just through ads.

Turning Words into Visuals

"Classic," which went live on April 7, features outdoor placements in the U.K. along with radio, print, cinema, and online video content.

In these executions, familiar passages from books are styled as if typed on an author’s typewriter — except the product mentions are swapped with Coca-Cola’s distinctive logo.

A hero spot turns text into an ASMR-like experience, where the clack of a typewriter mixes with the fizz and snap of a glass bottle being opened.

The sensory-driven sound design adds a fresh layer to the visual nostalgia.

The result is a campaign that feels both high-brow and playful — a nod to the idea that Coca-Cola has always been part of the stories we return to again and again.

Previously, the brand revived its "Share A Coke" campaign to cater to its Gen Z audience.