Coca-Cola Crushed Its Logo—and Won Big

Tied directly to the Best Ad, playful and curiosity-driven.

Author

Javier García
August 20, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Coca-Cola – “Recycle Me”

This standout campaign turned the Coca‑Cola logo itself into a flattened, crushed can, with the bold message “Recycle Me.” It reimagined one of the most recognizable brand icons in the world to encourage recycling—combining environmental purpose with creative disruption. The campaign won the OBIE Platinum Award 2025 for its clarity and impact.

Key marketing lessons

• Reinvent your brand mark
Even the most iconic logos can be adapted for purpose-driven storytelling. By visually crushing the logo, Coca-Cola prompted a powerful call to action without words.

• Use design simplicity to amplify the message
Minimal visuals—just a crushed logo and a directive—made the concept clear and attention-grabbing, proving simplicity can be more impactful than elaborate creativity.

• Align brand equity with social responsibility
Turning a familiar image into an eco-conscious prompt reinforced Coca-Cola’s commitment to sustainability, demonstrating how brand familiarity can be leveraged for meaningful change.

• Create talkability through twist
Altering a beloved symbol was unexpected and shareable, giving the campaign earned media momentum and cultural resonance beyond traditional advertising.

“Recycle Me” shows how a slight, clever twist on a global icon can ignite action, drive conversation, and align a brand with values that matter.

Coca-Cola – “Recycle Me”

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Weekly Tip

Update Evergreen Content

Evergreen posts stay relevant, but even timeless pieces can lose impact if they feel outdated.

• Refresh stats, examples, or screenshots regularly
• Improve formatting to match current design trends
• Re-share updated versions as “new” to extend their lifespan

Small updates keep your best content working harder and ensure it remains trustworthy.

Weekly Challenge

Highlight Refresh

Give your profile Highlights a makeover this week:

• Review your current Highlights and remove outdated or irrelevant ones
• Create 3 new covers that match your brand style for a clean look
• Organize Stories inside each Highlight so they tell a clear story (about, tips, testimonials, offers)
• At the end of the week, check profile visits and tap-throughs to see if engagement improves

Polished Highlights turn casual visitors into followers by showing your value at a glance.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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