COKE + 50TH ANNIVERSARY OF THE CIVIL RIGHTS MOVEMENT
SUMMARY
Coca-Cola's presense throughout history is unmistakeable. This year, Coca-Cola's Multi-cultural division along with Walmart has focused on being part of the commemoration of the 50th Anniversary of the Civil Rights Movement. Point of Sale and exclusive packaging was released to a number of Walmarts across the US. My challenge was to create a look and feel for all POS in the market. My thought was to use the iconic Coca-Cola bottle with words representative of the celebration and remembrance of the occasion that could ideally spark conversation and dialogue between the generations that remember the events and the younger culture indirectly influenced by the movement.