In a bold twist of brand messaging, Coca‑Cola turned its own logo into a call to action—literally. The campaign featured billboards that looked like crushed Coke cans, paired with the message: “Recycle Me.”
Why it worked:
- Visual metaphor on steroids: The crushed logo is both artful and immediately readable—no squinting required.
- Purpose baked in: It wasn’t an add-on ESG message—it was the billboard’s entire point.
- Brand authenticity: Coca‑Cola aligned its iconic branding with environmental action at scale.
Here’s my twist: If I ran a brand, I’d borrow this—make the billboard part of the story, not just a billboard. Imagine a shoe brand flattening a sneaker into a street mural that says “Reuse Me.” Simple design, big meaning.
Takeaway: Don’t pay lip service to a cause. Make your billboard be the cause.