My assignment: an illustration for The Delicious Dozen: The 12 Best Coca-Colas I Ever Tasted.
The assignment was for Coca-Cola Journey, the company’s online magazine and social media site. It’s a beautiful example of a brand using content marketing to win fans and engage followers.
Writer Charles McNair‘s essay had me laughing from start to finish. He started out as
a baby, and claimed he was actually weaned on Coke (“I followed her like a shark. After months of constant pursuit, Mama needed relief. Coke was it.”)
Childhood memories included his grandfather bringing him a little green snake in a Coke bottle (he didn’t drink that one), and surviving junior high football practice in August (“I drank two after each practice. I didn’t make the team, but I didn’t die.”
Wait– what’s the Leaning Tower Of Pisa doing in there?? (“I played baseball in Italy. Third base. Verona Arsenal.”)
After five hours, vultures circled… When a vehicle got close, I stepped to the asphalt, stuck out my thumb. I gave a cheerful I’m-not-an-escaped-convict grin… After eight hours, I finally thumbed a ride…
As the Samaritan pulled his anonymous make and model to a blessed stop, I hustled up to jump aboard. A hand with a cold bottle of Coca-Cola appeared out the window. He’d already popped the cap. That was the best one. Ever.
Here’s another take. The rescuer “sold Beltone hearing aids for a living, the inventory
piled around his ankles in the floorboard.” There were tell-tale signs of other stranded hitchhikers who’d used rocks to spell out their names. Maybe they thought the rocks “would help notify next of kin.”
Editor Jay Moye and I agreed the sketch was too busy. Here’s the revised sketch, which dramatically improved the focus.
The final had to fit into a 604 by 337 pixel space. That’s a long horizontal and a very tight vertical. I needed to make some adjustments.
Ever tried to promote your brand by asking fans to share a story about it?
Do you have a vivid memory that involves a well-known product or service?
Ever looked up and seen vultures circling overhead– and you’re the only one around??
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