News

Arts and business news from around the country.

RSS

Coca-Cola Celebrates Local Artists in 10 Artists, 10 Bottles Exhibition

Posted by Mariama Holman
0 Comments

Atlanta has long been touted as a cultural hub, given frequent national nods towards its rap, hip-hop and now, film and TV scene.  Given the onset of a slew of pop-culture phenomena like Donald Glover’s “Atlanta” and the undeniably viral “Dab” alongside other dance trends, the city has successfully rebranded itself with creative currency.

 

But a question rears itself – how does Hotlanta ensure that this rise in cultural capital expands beyond a hip-today-gone-tomorrow framework and creates an enduring, supportive community for local artists?

 

Recently, Coca-Cola, headquartered in Atlanta, took a small step towards resolving this issue.

 

Coke and art in context

 

Coca-Cola is no stranger to the arts. For years it has collaborated with international artists to transform its brand persona into pop-culture cool, staying relevant in the eyes of consumers for generations.  Andy Warhol himself was inspired by the brand, acknowledging it as a cultural icon in his work.

 

To celebrate its 100th anniversary, Coca-Cola challenged artists from around the world to recreate images of the bottle in classic Coke colors for the #MashupCoke campaign.  There were over 200 entrants and select bottles were featured in an exhibit at Atlanta’s High Museum of Art in 2015.

 

May of 2017, Coke took a different approach to leveraging the arts. In turn, arguably doing more to promote Atlanta’s local visual arts community.

 

Getting to know the locals

 

Sally King Benedict, ‘From Sun to Moon’

Rather than just playing up the international locations from which its brand is consumed, Coca-Cola celebrated its immediate Southern surroundings, sharing a snapshot of the many visual artists that were either raised in or recently migrated to Atlanta, with the world.

 

In essence, Coca-Cola created an arts partnership and marketing mashup with a twist – placing more attention on the local artist and less on the bottle. The bottle becomes a mirror from which the artist, and the Atlanta community itself, reflects their own brand.

 

 

So how do these artists view themselves and the community around them? How have their lives been impacted by living in a land where the sugary syrup runs so thick even looking at a different brand of darkly colored soda is in some instances, considered blasphemous?

 

To answer that question, you are invited to enjoy the work of Demone Phillips, Kathleen Plate and a host of other local artists at the World of Coke’s 10 Artists, 10 Bottles exhibit.

 

One of the artists is an employee of Coke itself, working in security positions by day and exploring the arts by night. Others recall fond memories of participating in local athletic competitions and community events as children, where the soda’s bubbles lightly fizzed in the background. Each bottle represents a narrative of the artist and the community which reared them.

 

Branding with the arts

 

In addressing the pARTnership movement, we revisit Warhol:

 

A coke is a coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.”   - Andy Warhol

 

Coke has set an expectation for a product experience, material and immaterial, that resonates across demographics and permeates mass culture.

 

Small and medium sized businesses can also build their own consumer’s brand expectations by calling out the cultural attributes from the community that differentiate them.

 

To learn more about arts and business partnerships, contact a member of Americans for the Arts Private Sector team.

 

Photo Credit: Coca-Cola Company.com, May 6, 2017

Related
Comments
blog comments powered by Disqus

More News

More Workforce Millennials Means More Diversity (and Art!)
Apr 15, 2019 0 Comments
Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99;...
Go to full post
LG + Instagram Star Partner for “Experience Happiness Dance”
Apr 10, 2019 0 Comments
Dancing makes people happy. Its energy and endorphins have a way of embracing positivity. Or, if you’re Instagrammer Donté Colley, then dancing can quite literally support, highlight, or shimmy happiness, love, and gratitude...
Go to full post
Pabst Blue Ribbon Teams Up with Cey Adams
Apr 03, 2019 0 Comments
We love it when businesses create new holidays – particularly when these national days are in celebration of the arts! On May 7, Pabst Blue Ribbon and NYC artist Cey Adams will launch National Mural Day.   Adams, Founding Creative...
Go to full post
Diane Von Furstenberg Partners with Artist Ashley Longshore
Mar 15, 2019 0 Comments
With creativity being essential to fashion, it’s never any wonder that fashion and art worlds collide.   In celebration of Women’s History Month, Diane von Furstenberg partnered with artist Ashley Longshore to create an art...
Go to full post
Frieze Partners with Tishman Speyer at Rockefeller Center
Feb 15, 2019 0 Comments
Frieze Los Angeles may have opened today in Los Angeles. But this new announcement shows that things are starting to heat up in NYC ahead of Frieze New York.   Rockefeller Center Tishman Speyer and Frieze New York announced...
Go to full post
Annoucing our 2019 Judges!
Feb 06, 2019 0 Comments
We are excited to share this year's esteemed judges for the BCA 10 Awards: Best Businesses Partnering with the Arts in America. We are honored to have their expertise!     Toni Freeman The Arts and Science Council (ASC)...
Go to full post
How the Arts can Solve Top Concerns of CEOs
Feb 01, 2019 0 Comments
CNBC reported on The Conference Board’s latest study, C-Suite Challenge 2019™, which lists the top three internal concerns for CEOs as the following:   1.       Attracting and retaining top talent 2.       Creating new business...
Go to full post
Square Partners with Exit12 Dance Company
Jan 23, 2019 0 Comments
2018 David Rockefeller pARTnership Award winner Square released the next film in its remarkable series For Every Dream: Exit12: Moved by War.   The latest installment follows veteran and dancer Roman Baca and his company Exit12...
Go to full post
Checking in with Creativity
Jan 15, 2019 0 Comments
Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99;...
Go to full post
Vans Custom Culture Announces 2019 Shoe Customization Contest
Jan 02, 2019 0 Comments
Today, Vans Custom Culture announced the opening of the 2019 Vans Custom Culture Shoe Customization Contest. From January 2-January 31, art teachers and administrators register their high schools on the Vans Custom Culture website...
Go to full post
BCA 10 Nominations Now Open!
Dec 10, 2018 0 Comments
Every year, Americans for the Arts through its Business Committee for the Arts, honors the 10 best businesses partnering with the arts in America.   As today’s business landscape continues to shift, companies need talent that...
Go to full post
A Theatre Company in Good Company
Nov 29, 2018 0 Comments
Kenny Leon's True Colors Theatre Company   The Tony Award-winning director founded the eponymous organization in 2002 with a mission “to celebrate the rich tradition of black storytelling while giving voice to bold new artists...
Go to full post
Private Sector Takes a Stand
Nov 15, 2018 0 Comments
Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99;...
Go to full post
2018 BCA 10 Honorees in Forbes Magazine
Nov 02, 2018 0 Comments
This year's BCA 10: Best Businesses Partnering with the Arts in America honorees were in the September 30 issues of Forbes Magazine.   Read more about this year's honorees: Churchill Downs Fifth Third Bank Fosun International...
Go to full post

Already a partner?

Already a partner?

Learn easy ways to take your partnership to a new level.

Use our ads locally

Use our ads locally

View The pARTnership Movement ad campaign and find ways to use the ads.

pARTnership videos

pARTnership videos

Watch and share our videos from The pARTnership Movement.

Partnership ideas

Partnership ideas

Inspire employees with tickets to the ballet or a concert.

Are you an arts group?

Are you an arts group?

Get listed in our searchable directory.

Recruit talent

Recruit talent

Employees want to live and work in a vibrant community.